Analysis of the Marketing Issues in the Financial Technology Industry

Financial technology (fintech) has grown significantly globally in recent years. This development is inextricably linked to the advancement of technology and the involvement of business actors that utilize fintech to manage their business efficiently and effectively, particularly concerning payments. Customers are also encouraged to begin implementing fintech in their daily lives. This study aims to investigate the extent to which marketing strategies are discussed in research related to fintech adoption. This study employs a qualitative approach, using content analysis to comprehend current issues. Nvivo, through its word similarity, cluster analysis, and matrix coding features, is used to analyze collected data. The results identified that fintech and marketing are the most dominant words found in existing scientific literature. The finding demonstrates that marketing plays a role in creating intention which can encourage fintech adoption. This study also underlines that marketing and strategies provide the highest intersection considering that both sides are connected.