| Summary: | Using information from the Web of Science Core Collection database and 226 papers from the years 2018 through 2023, this study gives an extensive bibliometric analysis of fintech research in the marketing field. The survey found a 54.85% compound annual growth rate in research, which reflects the fintech sector's quick development and growing influence on marketing. With businesses leveraging technology to improve customer services and marketing initiatives, fintech's disruptive potential was clear. Fintech adoption by financial institutions and regulatory adaption, however, were both stressed. Notably, a high amount of local collaboration was seen among Chinese academics in corporate risk management, suggesting the need for additional international collaborations. Researchers, practitioners, policymakers, and individuals working in the field of innovative financial services can all benefit from the research, which also recognizes the contributions of famous authors like Yifei Zhang. The study emphasizes the need of comprehending and utilizing fintech for successful marketing tactics and suggests further study to improve this key sector. © 2023, Success Culture Press. All rights reserved.
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