Identifying innovative scientific areas of financial marketing using thematic cluster analysis method

Articles in Press

Document Type : Original Article

Authors

Golsa Salehi Firozabadi ¹

Seyyed Hassan Hataminasab ¹

Abolfazl Davodi Roknabadi ²

, Shahnaz Nayebzadeh ¹

¹ Department of Management, Ya. C., Islamic Azad University, Yazd, Iran

² Department of Textile Engineering, Ya. C., Islamic Azad University, Yazd, Iran

https://doi.org/10.22067/mfe.2026.96462.1639

Abstract

Financial processes in the economic system play a key role in the fields of management, accounting and economics by influencing the functioning of market components. This link and the existence of a relationship between the financial sector and management increase the importance of examining financial marketing approaches. In this regard, one of the reliable methods in examining previous information sources and identifying new research areas is scientometrics. This technique can provide a broad insight into financial marketing research that has not been available in the literature of this field to date. The purpose of the upcoming study is to analyze and map international scientific articles in the field of financial marketing. This study, which follows the interpretative paradigm, is a type of descriptive study that was conducted using a systematic review method and using the search terms defined in web of science in the title of the articles and published research in the period of 1945 to 2025. has been deeply investigated in the field of financial marketing. After searching the studies, the final analysis was done on 90 articles. The scientific analysis of the selected articles showed that the most researches in this field were related to the years 2010 and later, and especially the years 2020 to today. In terms of the key words used, five main clusters were identified in this field and less worked areas and research deficiencies in the field of financial marketing were also identified.

Keywords

Marketing

financial marketing

systematic review

scientometrics

Subjects

• Financial Economics

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