Unlocking Financial Access: The Fusion of FinTech, DeFi, and Digital Marketing

Abstract

This research investigates the use of financial technology (FinTech), decentralized financing (DeFi), and digital marketing (DM) to improve financial inclusion in India. It fills crucial research gaps by investigating the impact of behavioral intent, trust, usability, and social influence on mobile banking and DeFi uptake, as well as the role of DM in advancing these initiatives. A thorough literature analysis was undertaken, including databases such as Emerald Insight, ScienceDirect, and JSTOR, to identify gaps and analyze trends in FinTech and DM. DeFi’s blockchain-based strategy eliminates traditional intermediaries, increasing transparency, cost efficiency, and accessibility. DM is critical in fostering financial literacy and adoption by providing customized, culturally appropriate material. Adoption is influenced by key characteristics such as behavioral intent, trust, and usefulness. Partnerships between FinTech, DeFi platforms, and conventional banks are critical to increasing inclusiveness while resolving regulatory and ethical concerns. The research underlines the need of rules that encourage innovation while protecting consumers. 188 Financial institutions are urged to employ FinTech, DeFi, and DM to provide user-friendly, inclusive products, and increase their reach. Researchers should conduct qualitative and longitudinal research to capture cultural and societal influences while addressing regulatory and ethical issues in DeFi. This study offers practical insights into how FinTech, DeFi, and DM may increase financial inclusion, empower underprivileged populations, and promote economic growth and support economy.