{"title":"释放金融包容性：数字营销在金融科技影响和行为意向中的中介作用","authors":"Saad Ur Rehman, Shahid Hussain, Abdul Rasheed","doi":"10.1108/jm2-12-2023-0304","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as a mediator.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Using a quantitative research design, this study collected data from 638 respondents in the province of Punjab, Pakistan to investigate the relationship between variables.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results indicate that both behavioral intention and fintech have a positive and favorable effect on financial inclusion. Furthermore, the study reveals that digital marketing acts as a mediating factor between financial inclusion and both behavioral intention and fintech. These findings underscore the significance of using effective digital marketing strategies to facilitate financial inclusion through fintech platforms. Policymakers should prioritize the adoption of fintech innovations and supportive regulatory frameworks while implementing comprehensive digital marketing strategies to promote financial inclusion.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This research contributes to the existing body of literature by presenting empirical evidence that highlights the interconnectedness of fintech, behavioral intention, digital marketing and financial inclusion. By harnessing the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved populations and formal financial services, thereby promoting economic growth and reducing inequality.</p><!--/ Abstract__block -->","PeriodicalId":16349,"journal":{"name":"Journal of Modelling in Management","volume":"29 1","pages":""},"PeriodicalIF":1.8000,"publicationDate":"2024-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Unleashing financial inclusion: the mediating role of digital marketing in the impact of fintech and behavioral intention\",\"authors\":\"Saad Ur Rehman, Shahid Hussain, Abdul Rasheed\",\"doi\":\"10.1108/jm2-12-2023-0304\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as a mediator.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>Using a quantitative research design, this study collected data from 638 respondents in the province of Punjab, Pakistan to investigate the relationship between variables.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The results indicate that both behavioral intention and fintech have a positive and favorable effect on financial inclusion. Furthermore, the study reveals that digital marketing acts as a mediating factor between financial inclusion and both behavioral intention and fintech. These findings underscore the significance of using effective digital marketing strategies to facilitate financial inclusion through fintech platforms. Policymakers should prioritize the adoption of fintech innovations and supportive regulatory frameworks while implementing comprehensive digital marketing strategies to promote financial inclusion.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This research contributes to the existing body of literature by presenting empirical evidence that highlights the interconnectedness of fintech, behavioral intention, digital marketing and financial inclusion. By harnessing the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved populations and formal financial services, thereby promoting economic growth and reducing inequality.</p><!--/ Abstract__block -->\",\"PeriodicalId\":16349,\"journal\":{\"name\":\"Journal of Modelling in Management\",\"volume\":\"29 1\",\"pages\":\"\"},\"PeriodicalIF\":1.8000,\"publicationDate\":\"2024-03-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Modelling in Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jm2-12-2023-0304\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Modelling in Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jm2-12-2023-0304","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
Unleashing financial inclusion: the mediating role of digital marketing in the impact of fintech and behavioral intention
Purpose
This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as a mediator.
Design/methodology/approach
Using a quantitative research design, this study collected data from 638 respondents in the province of Punjab, Pakistan to investigate the relationship between variables.
Findings
The results indicate that both behavioral intention and fintech have a positive and favorable effect on financial inclusion. Furthermore, the study reveals that digital marketing acts as a mediating factor between financial inclusion and both behavioral intention and fintech. These findings underscore the significance of using effective digital marketing strategies to facilitate financial inclusion through fintech platforms. Policymakers should prioritize the adoption of fintech innovations and supportive regulatory frameworks while implementing comprehensive digital marketing strategies to promote financial inclusion.
Originality/value
This research contributes to the existing body of literature by presenting empirical evidence that highlights the interconnectedness of fintech, behavioral intention, digital marketing and financial inclusion. By harnessing the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved populations and formal financial services, thereby promoting economic growth and reducing inequality.
期刊介绍：
Journal of Modelling in Management (JM2) provides a forum for academics and researchers with a strong interest in business and management modelling. The journal analyses the conceptual antecedents and theoretical underpinnings leading to research modelling processes which derive useful consequences in terms of management science, business and management implementation and applications. JM2 is focused on the utilization of management data, which is amenable to research modelling processes, and welcomes academic papers that not only encompass the whole research process (from conceptualization to managerial implications) but also make explicit the individual links between ''antecedents and modelling'' (how to tackle certain problems) and ''modelling and consequences'' (how to apply the models and draw appropriate conclusions). The journal is particularly interested in innovative methodological and statistical modelling processes and those models that result in clear and justified managerial decisions. JM2 specifically promotes and supports research writing, that engages in an academically rigorous manner, in areas related to research modelling such as: A priori theorizing conceptual models, Artificial intelligence, machine learning, Association rule mining, clustering, feature selection, Business analytics: Descriptive, Predictive, and Prescriptive Analytics, Causal analytics: structural equation modeling, partial least squares modeling, Computable general equilibrium models, Computer-based models, Data mining, data analytics with big data, Decision support systems and business intelligence, Econometric models, Fuzzy logic modeling, Generalized linear models, Multi-attribute decision-making models, Non-linear models, Optimization, Simulation models, Statistical decision models, Statistical inference making and probabilistic modeling, Text mining, web mining, and visual analytics, Uncertainty-based reasoning models.
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