THE EFFECT OF FINTECH INNOVATIONS ON MARKETING STRATEGIES IN NIGERIA'S FINANCIAL SERVICES SECTOR

This study examined the impact of financial technology (fintech) innovations on marketing strategies in Nigeria’s financial services sector. A quantitative research design was adopted, and data were gathered from 386 respondents across fintech startups and traditional financial institutions using a structured questionnaire. The investigation focused on four key dimensions: digital marketing adoption, customer analytics, personalization of marketing content, and brand positioning. Results from multiple regression analysis revealed that fintech innovations significantly influenced all aspects of marketing strategy assessed. Specifically, fintech tools enhanced the adoption of digital marketing practices, improved customer acquisition and retention through advanced analytics, enabled personalized marketing content, and contributed to stronger brand positioning in a competitive landscape. The study was guided by the Innovation Diffusion Theory, Technology Acceptance Model, and the Resource-Based View, which provided a theoretical framework for understanding how fintech innovations were adopted and strategically applied in marketing. The findings underscored the importance for Nigerian financial institutions to invest in digital capabilities and data-driven platforms to improve customer engagement and maintain competitiveness. This research contributed to the limited empirical literature on the influence of fintech on marketing strategies in emerging markets