Цифровий маркетинг і фінансові технології: бібліометричний аналіз структури знань та майбутніх тенденцій досліджень (2017–2025)

Анотація

У статті здійснено бібліометричний аналіз публікацій про взаємозв’язок цифрового маркетингу та фінансових технологій у 2017–2025 роках. Мета дослідження ‒ визначити структуру наукового знання, провідні тематичні напрями й перспективи подальших розвідок. Із 843 праць, виявлених у базі Scopus, за встановленими критеріями відібрано 263 статті та проаналізовано їх за допомогою VOSviewer. Виявлено стрімке зростання кількості публікацій у 2023–2025 роках, лідерство Китаю, Великої Британії та Індії, а також ключову роль штучного інтелекту, блокчейну, банківських послуг і фінансової інклюзії. Обґрунтовано потребу залучення інших баз даних і неангломовних джерел. Подальші дослідження доцільно спрямувати на регулювання FinTech, поведінку користувачів та вплив цифрових фінансів на сталий розвиток.

Ключові слова: цифровий маркетинг; фінансові технології; FinTech; бібліометричний аналіз; Scopus; VOSviewer; штучний інтелект; фінансова інклюзія; сталий розвиток.

DOI: 10.15276/mdt.10.3.2026.7

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