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Platform marketing growth and mutual fund outcomes: Evidence from China

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  • Jiang, Fuwei
  • Ning, Wei
  • Yang, Can

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.

Suggested Citation

  • Jiang, Fuwei & Ning, Wei & Yang, Can, 2026. "Platform marketing growth and mutual fund outcomes: Evidence from China," Journal of Financial Markets, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:finmar:v:78:y:2026:i:c:s1386418125000631
    DOI: 10.1016/j.finmar.2025.101023
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    JEL classification:

    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)
    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • G23 - Financial Economics - - Financial Institutions and Services - - - Non-bank Financial Institutions; Financial Instruments; Institutional Investors

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