Digital marketing and financial technology: A bibliometric analysis of knowledge structure and future research trends (2017–2025)

Abstract

In this study, we conducted a bibliographic analysis of scholarly articles related to financial technology and digital marketing in the Scopus database, focusing on documents published between 2017 and 2025. This analysis aims to help researchers in this field identify current research trends and compare existing research to pinpoint gaps and promising approaches, thus providing a compass for future research. Although 843 studies were initially retrieved, only 263 were selected for final analysis. VOSviewer software was used to identify the most frequently used words and terms in abstracts, titles, and keywords, and to analyze the studies in terms of co-authorship and citations. The results revealed a growing interest among researchers in the field of financial technology and digital marketing, particularly banking systems, reflecting the rapid pace of technological development in this area. In this context, the introduction of artificial intelligence is expected to play a key role in this transformation. In terms of geographical distribution, China has the largest number of publications on this topic, followed by the United Kingdom and India. Notably, Jordan ranks relatively high, ahead of Ukraine, Malaysia, and the United States. The study also found that most of the research was published as English-language articles in academic journals, particularly Resource Policy, International Journal of Bank Marketing, and International Review of Financial Analysis. Finally, this study acknowledges some limitations, such as its relatively short timeframe (due to the novelty of the topic) and its restriction to English-language publications indexed in Scopus. The researchers believe this may have overlooked important insights available in other non-English databases and sources