Journal of Financial Markets Vol. 78 2026
Platform marketing growth and mutual fund outcomes: Evidence from China
Abstract
We examine the economic impact of platform marketing on mutual funds and fund families in China. The growth of platform marketing encourages funds to enhance performance by improving managerial skills rather than increasing risk-taking, and inspires fund families to induce more frequent fee reductions and stronger product innovation. Enhanced competitiveness and expanded investment demand lead to greater market share and higher profitability. Platform marketing intensity from funds in other families and the same type of funds generates more pronounced economic effects. Our findings reveal how distribution platforms contribute to incentive-aligned market mechanisms in the wealth management industry.
- DOI
- 10.1016/j.finmar.2025.101023
- Volume
- 78
- Pages
- 101023
- Language
- en
- Sources
- crossref openalex