Interface of Social Media and Financial Products: An Integrative Literature Review

Authors

  • Fiza Bhateja Research Scholar (JRF) at University Business School, Panjab University

DOI:

https://doi.org/10.48165/gmj.2023.conf12

Keywords:

Social Media Marketing, Financial Products, Financial Innovation, Integrative Literature Review

Abstract

INTRODUCTION AND PURPOSE OF THE STUDY: This study  delineates the primary domains and existing dynamics of the inter face between social media and financial products suggesting future  research directions. Going beyond the mere traditional forms of mar keting, this integrative review covers the research on social media  marketing specifically in terms of providing assistance, usage to the  consumers with regards to financial products and financial innova tions which ultimately fosters the financial development of a nation.  The purpose of this integrative literature review is to propose a frame work for using social media as a tool for marketing, consumer man agement, and financial product promotion. RESEARCH OBJECTIVE: The objective of this integrative literature  review is to develop a comprehensive framework that highlights the  potential of utilizing social media as a strategic instrument for marketing, consumer management, and promoting financial products.  RESEARCH METHODOLOGY: The study conductedantegrative  literature review utilizing the Scopus databases, encompassing publi cations up to May 2023. This review included articles from the fields  of marketing, decision sciences, finance, and economics. The analy 

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Published

2023-11-30

Issue

2023: Gyan Managment Conference Special Issue (2023)

Section

Research paper

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Copyright (c) 2023 Gyan Management Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Bhateja , F. (2023). Interface of Social Media and Financial Products: An Integrative Literature Review . Gyan Management Journal, (I), 99–110. https://doi.org/10.48165/gmj.2023.conf12
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