Publication Details
Abstract
Utilizing a bibliometric analysis, this study looks at 729 academic articles on digital marketing research in the banking sector indexed in Web of Science database between 2010 and 2024.Using tools like VOSviewer and Biblioshiny, the research identifies major trends, well-known authors, colleges, and nations helping to grow this developing field. A clear rise in research output after 2018, peaking in 2024, underscores the growing reliance of the industry on digital approaches. Regarding intellectual contributions, the International Journal of Bank Marketing leads the way; individual like Li Z and Wang Y as well as groups like Zhongnan University of Economics and Law have made noteworthy contributions. With England taking the lead in citation impact, the leading contributing countries are the United States, China, and England. Keyword cooccurrence mapping helps to find important topics like trust, social media, customer engagement, and fintech. This study shows how the banking sector's consumer behavior, trust, and brand loyalty are radically changed by digital platforms. It provides insightful information for academics, practitioners, and lawmakers by outlining the development of research and pointing out future areas for innovation and cooperation in digital banking promotion.