Analyzing Consumer-Focused Financial Innovation & Marketing Strategies: A Multidimensional Study Using SLR & Bibliometric Analysis
Main Article Content
Abstract
Purpose: This paper explores the avenues and approaches through which propositions can be made to help policymakers in industries and Government agencies to take up financial innovations in distinct untapped areas and develop marketing strategies for full development of the economy at an extent. This paper encircles the importance of educators and researchers in promoting financial innovation and gaining insights into the effectiveness of marketing strategies.
Design/methodology/approach: A comprehensive analysis and discussion have been performed with the usage of bibliometric analysis. The required data has been extracted from the Scopus database and Dimensions in order to perform co-authorship analysis and co-occurrence analysis.
Findings: The authors find most cited authors, keyword used for research with the help of bibliometric analysis.
Practical Implication: This study examines how financial innovation impacts consumer attitudes toward using technology in financial products and services. It also offers marketing strategies for financial services and suggests future research.
Originality/value: The originality of this paper lies in establishing the influence of financial innovation to design potential marketing strategies with the help of conceptual framework development through this review paper.
Article Details
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