Unleashing Financial Inclusion: The Mediating Role of Digital Marketing in the Impact of Fintech and Behavioral Intention

Abstract

Purpose: This research examines the significance of financial-technology (fin-tech) and behavioral intention on financial inclusion, with a specific focus on the mediating role of digital marketing. This study's goal is to investigate the connections between these factors and shed light on the ways in which they affect financial inclusion.

Design/methodology/approach: The study employs a quantitative research design and gathers data from 638 respondents in the province of Punjab, Pakistan.

Findings: The findings display that behavioural intention and fintech have a positive favorable impact on financial-inclusion. Additionally, it has been discovered that digital marketing mediates the connections between financial inclusion and behavioural intention as well as fintech. These results highlight the importance of digital marketing strategies in facilitating financial inclusion through fintech platforms.

Originality/value: This research adds value to the existing literature by providing empirical evidence that highlights the interrelation between fin-tech, behavioral intention, digital marketing, and financial inclusion. It emphasizes the need for financial institutions and policymakers to leverage fintech innovations and implement effective digital marketing strategies to enhance financial inclusion efforts. By leveraging the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved population and official financial services, thereby promoting economic growth and reducing inequality.