Unleashing financial inclusion: the mediating role of digital marketing in the impact of fintech and behavioral intention

Purpose This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as a mediator. Design/methodology/approach Using a quantitative research design, this study collected data from 638 respondents in the province of Punjab, Pakistan to investigate the relationship between variables. Findings The results indicate that both behavioral intention and fintech have a positive and favorable effect on financial inclusion. Furthermore, the study reveals that digital marketing acts as a mediating factor between financial inclusion and both behavioral intention and fintech. These findings underscore the significance of using effective digital marketing strategies to facilitate financial inclusion through fintech platforms. Policymakers should prioritize the adoption of fintech innovations and supportive regulatory frameworks while implementing comprehensive digital marketing strategies to promote financial inclusion. Originality/value This research contributes to the existing body of literature by presenting empirical evidence that highlights the interconnectedness of fintech, behavioral intention, digital marketing and financial inclusion. By harnessing the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved populations and formal financial services, thereby promoting economic growth and reducing inequality.