Consumer-Focused Financial Innovation and Marketing Strategies: A Three Decades Multidimensional Study Using Systematic Literature Review (SLR) and Bibliometric Analysis

This study examines how financial innovation affects consumer attitudes toward the use of technology in financial products and services. This study uses a bibliometric technique to analyze 34 years of publications from 1989 to 2023 on marketing strategies and financial innovations. Data were extracted from the Scopus and Dimensions databases to perform coauthorship and co-occurrence analyses. The VOSviewer software package, version 1.6.16, was used to analyze the data and analyzed the publications by identifying the most prominent journals, authors, articles, countries, keywords, citations, subject areas, and content analysis. The results show that innovation is the most trending keyword, followed by sustainable development, in the past 34 years. Moreover, the United States is in the first position, with most publications related to the field of financial innovation and marketing strategies, and ‘Marketing Strategy’ is a trending research topic in this field. The findings of this study will help policymakers in industries and government agencies take up financial innovations in distinct untapped areas and develop marketing strategies for the full development of the economy.