金融科技与金融普惠：数字营销的中介作用

Q2 Business, Management and Accounting

Business: Theory and Practice Pub Date : 2023-04-28 DOI:10.3846/btp.2023.17624

Zaher Abdel Fattah Al-Slehat

{"title":"金融科技与金融普惠：数字营销的中介作用","authors":"Zaher Abdel Fattah Al-Slehat","doi":"10.3846/btp.2023.17624","DOIUrl":null,"url":null,"abstract":"This study aims to test the role of digital marketing as a mediating variable in the relationship between financial technology and financial inclusion. The researcher applied the descriptive analytical approach to the data collected by developing a questionnaire distributed to 375 employees in the Jordanian banking sector. The researcher also used structural equation modeling to test the study hypotheses through SmartPLS software 3. One of the study’s most important findings is that digital marketing partially mediates the relationship between financial technology and financial inclusion. The study recommends that the Jordanian commercial banking sector should use advanced strategies that enhance technological innovation and digital marketing through the existence of an evolved environment for financial technology that is optimally exploited.","PeriodicalId":40066,"journal":{"name":"Business: Theory and Practice","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"FINTECH AND FINANCIAL INCLUSION: THE MEDIATING ROLE OF DIGITAL MARKETING\",\"authors\":\"Zaher Abdel Fattah Al-Slehat\",\"doi\":\"10.3846/btp.2023.17624\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to test the role of digital marketing as a mediating variable in the relationship between financial technology and financial inclusion. The researcher applied the descriptive analytical approach to the data collected by developing a questionnaire distributed to 375 employees in the Jordanian banking sector. The researcher also used structural equation modeling to test the study hypotheses through SmartPLS software 3. One of the study’s most important findings is that digital marketing partially mediates the relationship between financial technology and financial inclusion. The study recommends that the Jordanian commercial banking sector should use advanced strategies that enhance technological innovation and digital marketing through the existence of an evolved environment for financial technology that is optimally exploited.\",\"PeriodicalId\":40066,\"journal\":{\"name\":\"Business: Theory and Practice\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-04-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Business: Theory and Practice\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.3846/btp.2023.17624\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Business: Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3846/btp.2023.17624","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 0

摘要

本研究旨在检验数字营销作为金融技术与金融包容性关系中的中介变量的作用。研究人员对收集的数据采用描述性分析方法，编制了一份问卷，分发给约旦银行业的375名员工。研究人员还通过SmartPLS软件3使用结构方程建模来检验研究假设。该研究最重要的发现之一是，数字营销在一定程度上中介了金融技术和金融包容性之间的关系。该研究建议，约旦商业银行部门应采用先进的战略，通过建立一个优化利用金融技术的发展环境，加强技术创新和数字营销。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

FINTECH AND FINANCIAL INCLUSION: THE MEDIATING ROLE OF DIGITAL MARKETING

This study aims to test the role of digital marketing as a mediating variable in the relationship between financial technology and financial inclusion. The researcher applied the descriptive analytical approach to the data collected by developing a questionnaire distributed to 375 employees in the Jordanian banking sector. The researcher also used structural equation modeling to test the study hypotheses through SmartPLS software 3. One of the study’s most important findings is that digital marketing partially mediates the relationship between financial technology and financial inclusion. The study recommends that the Jordanian commercial banking sector should use advanced strategies that enhance technological innovation and digital marketing through the existence of an evolved environment for financial technology that is optimally exploited.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Business: Theory and Practice Business, Management and Accounting-Strategy and Management

CiteScore

5.00

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： The journal "Business: Theory and Practice" is published from 2000. 1 vol (4 issues) per year are published. Articles in Lithuanian, English, German, Russian. The Journal has been included into database "ICONDA" and "Business Source Complete".