The Impact of Digital Marketing on Fintech: Bibliographic-Systematic Literature Review

Ujala Shah (), Cristiano Ciappei () and Michele Pascale ()
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Ujala Shah: UNIVERSITY OF PISA
Cristiano Ciappei: University of Florence
Michele Pascale: University of Pisa

No 16217347, Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences

Abstract: The Paper analyzes the Impact of Digital Marketing on Financial Technology (FinTech). Adopting Ten Step Bibliographic-Systematic Literature Review by (Marzi 2025), by reviewing the literature available on Scopus, Web of Science and Google Scholar, published in all years to date, as per the inclusion exclusion criteria determined (Matthew, 2021). Beginning with creation of a well-structured search string employing R-package ß A multifaceted analysis performed by conducting Bibliographic analysis using VOS viewer to create a panoramic view of the existing research landscape, followed by in-depth literature analysis. The research addresses three research questions, including key research themes, research findings, geographic regions with most of the research on the area under study, global collaboration on the work. Findings Suggest strikingly scarce literature available, especially in Europe. Furthermore, most of the research, however limited, is concentrated mostly in Asia, which again remains consistently hyper focused on specific research domains, creating rather myopic research. Moreover, there is need to conduct Research on impact of different digital marketing strategies including Search Engine Optimization (SEO), Search Engine Marketing (SEM), App-Store Optimization (ASO), Social Media marketing (SMM), Content Marketing, Website marketing on different fintech Platforms including Shadow banks, digital payments (PayPal, Stripe), neo banking (Monzo, N26), and lending platforms including consumer lending (Upstart), peer-to-peer lending (Lending Club), and SME lending (Funding Circle) needs to be explored. This Research has synthesized most of the research work on Digital Marketing?s Impact on Fintech in three major databases and highlighted major areas that need researchers? attention.

Keywords: FinTech; Financial Technology; Digital Marketing; Financial Inclision; Bibliographic-Systematic Literature Review (search for similar items in EconPapers)
JEL-codes: G00 (search for similar items in EconPapers)
Pages: 26 pages
New Economics Papers: this item is included in nep-pay
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Published in Proceedings of the Proceedings of the International Conference on Economics, Finance & Business, Vienna, Nov -0001, pages 93-118

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