Drivers of FinTech adoption: a bibliometric approach

Abstract This study presents a bibliometric approach to explore the factors driving the intention to adopt FinTech services. Using bibliometric tools such as VOSviewer and RStudio Biblioshiny, data from 849 articles in Web of Science and Scopus published between 2016 and 2023 were analyzed to identify trends, key authors, and significant gaps in the field. A distinctive feature of this research is its dual focus: first, it maps the current academic landscape, and second, it highlights under researched areas such as gender disparities, brand image, and financial health. Additionally, this study connects FinTech adoption to broader societal objectives, including financial inclusion and green finance, providing valuable insights for both researchers and practitioners. The key findings highlight the significant role of trust, financial literacy, and green finance in shaping adoption behaviors. These insights provide a foundation to guide future investigations into FinTech adoption, particularly within micro, small-, and medium-sized enterprises; its implications for sustainable development; and the role of affiliate marketing in driving user engagement and financial inclusion. To the best of our knowledge, this is the first bibliometric study on FinTech adoption that proposes a novel theoretical framework that integrates underexplored constructs such as affiliate marketing, green finance, and corporate branding into the analysis of adoption drivers.