AI-DRIVEN MARKETING STRATEGIES FOR ENHANCING DIGITAL FINANCIAL LITERACY THROUGH MOBILE APPLICATIONS IN EMERGING MARKETS
Keywords:
artificial intelligence, digital financial literacy, fintech marketing, personalization, behavioral nudging, emerging markets.Abstract
This study investigates how mobile applications in emerging markets might improve digital financial literacy through artificial intelligence (AI)-driven marketing methods. Despite the widespread usage of smartphones, there is still a lack of financial awareness and low user retention in financial apps. The study combines behavioral economics, digital marketing theory, and AI-based personalization models to create a framework for strategic engagement.
The study identifies customization, predictive analytics, gamification, and AI-powered nudging as important drivers of financial behavior transformation using a conceptual analytical approach backed by survey-based behavioral insights. The results show that integrating AI greatly improves long-term financial discipline, knowledge acquisition, and user engagement. An AI-centered digital engagement model that links awareness, personalization, behavioral activation, and loyalty development is presented in the paper.
References
1. Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
2. Dwivedi, Y. K., Hughes, D. L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
3. Hastings, J. S., Madrian, B. C., & Skimmyhorn, W. L. (2013). Financial literacy, financial education and economic outcomes. Annual Review of Economics, 5, 347–373. https://doi.org/10.1146/annurev-economics-082312-125807
4. Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25–36. https://doi.org/10.1016/j.intmar.2016.03.001
5. Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5
6. OECD. (2020). OECD/INFE 2020 International Survey of Adult Financial Literacy. OECD Publishing. https://doi.org/10.1787/48ebd1ba-en
7. Shankar, V., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119–1142. https://doi.org/10.1108/IJBM-03-2018-0063
8. Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
9. Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating value with big data analytics: Making smarter marketing decisions. Routledge.
10. World Bank. (2022). Digital Financial Services and Financial Inclusion Report. World Bank Group.
