The Impact of Big Data Analytics on Fintech Brand Awareness: The Mediating Role of Sustainability in Green Financial Products

This study aims to enrich existing theories investigating the role of Big Data Analytics (BDA) in improving FinTech brand awareness by exploring how sustainability via green financial products mediates the relationship.The study focuses on the intersection of advanced data analytics and sustainable finance practices within a fast-growing competitive industry.The analysis aims to observe how Big Data can be used for eco-friendly financial products to increase its reach to socially responsible investors.Method: Data was gathered via a survey of 200 FinTech professionals and consumers engaged in adopting sustainable financial products.Accordingly, results illustrate that Big Data Analytics and sustainability practices significantly enable bank awareness in the FinTech framework, namely a sustainable investment approach that can be a focal bridging element that leads the brand towards a sense of consumer responsibility and transparency in the organizational interface.While Big Data provides insights to tailor services and personalize offerings, the study finds that sustainability boosts brand and consumer loyalty.The research presents invaluable insights to FinTech companies and implies that including data-driven sustainability activities translates into adopted brand recognition, customer engagement, and long-term business success.Our findings present new insights for practitioners on capitalizing on Big Data and sustainability to achieve greater brand visibility in an increasingly environment-conscious marketplace.