Global Changes in Financial Marketing Research: A Bibliometric Analysis

The paper aims to examine and map the global literature about financial marketing. This analysis presents an overview of the key features of publications on financial marketing by using bibliometric analysis and science mapping. In addition to identifying the most productive authors, journals, and institutions in the field of financial marketing, we propose to carry out co-authorship, co-citation and co-occurrence analyses in the field. The sample consists of 141 articles indexed in Web of Science in the period 1975 - 2024 and involves the contributions of 309 authors, 211 institutions, 122 journals from 41 countries. The biggest contributors to financial marketing research are Hoque M.E. as author, Journal of Financial Services Marketing as publication and the USA as country, and University of New York as leader institution. Future research in financial marketing may include topics such as digital financial services, artificial intelligence in financial marketing, virtual currencies’ marketing. The selection approach employed in this paper should be taken into consideration when interpreting the major findings.