Journal of Financial Services Marketing

Scope & Guideline

Bridging Theory and Practice in Financial Marketing

Introduction

Immerse yourself in the scholarly insights of Journal of Financial Services Marketing with our comprehensive guidelines detailing its aims and scope. This page is your resource for understanding the journal's thematic priorities. Stay abreast of trending topics currently drawing significant attention and explore declining topics for a full picture of evolving interests. Our selection of highly cited topics and recent high-impact papers is curated within these guidelines to enhance your research impact.
LanguageEnglish
ISSN1363-0539
PublisherPALGRAVE MACMILLAN LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 2009 to 2024
AbbreviationJ FINANC SERV MARK / J. Financ. Serv. Mark.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressBRUNEL RD BLDG, HOUNDMILLS, BASINGSTOKE RG21 6XS, HANTS, ENGLAND

Aims and Scopes

The Journal of Financial Services Marketing aims to explore the intersection of marketing strategies and financial services, focusing on consumer behavior, technological advancements, and the evolving landscape of financial products. It emphasizes empirical research methodologies and seeks to contribute to theoretical frameworks in financial services marketing.
  1. Consumer Behavior Analysis:
    The journal focuses on understanding consumer attitudes and behaviors towards various financial services, including banking, insurance, and fintech products. This includes exploring factors that influence adoption, loyalty, and decision-making processes.
  2. Technological Innovations in Financial Services:
    A significant emphasis is placed on how technological advancements, such as mobile banking, AI, and digital payments, impact consumer engagement and service delivery in the financial sector.
  3. Sustainability and Ethical Considerations:
    The journal addresses the growing importance of sustainability in financial services, examining how corporate social responsibility (CSR) and ethical practices influence consumer trust and brand loyalty.
  4. Market Dynamics and Financial Inclusion:
    Research on market trends, competitive strategies, and the role of financial services in promoting financial inclusion, especially in emerging economies, is a core focus.
  5. Impact of Economic and Social Factors:
    The journal investigates how external factors, including economic crises, social norms, and demographic changes, affect consumer behavior and financial service marketing strategies.
The Journal of Financial Services Marketing is witnessing a shift towards emerging themes that reflect current trends in the financial services industry. These themes highlight the rapid evolution of technology and consumer expectations in the financial sector.
  1. Digital Transformation and Fintech Adoption:
    A significant increase in research related to digital transformation and the adoption of fintech solutions, reflecting the industry's shift towards technology-driven financial services and the impact on consumer behavior.
  2. Consumer Empowerment and Financial Literacy:
    There is a growing emphasis on studies exploring consumer empowerment, financial literacy, and their roles in enhancing financial decision-making and promoting responsible financial behaviors.
  3. Behavioral Finance and Decision-Making:
    Emerging themes in behavioral finance are gaining traction, focusing on psychological factors and biases that influence consumer investment decisions and financial planning.
  4. Impact of COVID-19 on Financial Services:
    Research analyzing the effects of the COVID-19 pandemic on consumer behavior, digital payment adoption, and the evolution of financial services has surged, highlighting the need for adaptive marketing strategies.
  5. Sustainable Finance and Ethical Marketing:
    An increasing number of papers are dedicated to sustainable finance and ethical marketing practices, reflecting the rising consumer demand for socially responsible financial products and services.

Declining or Waning

While the Journal of Financial Services Marketing has consistently explored a wide range of themes, certain areas appear to be losing prominence in recent publications. This reflects shifting priorities in research focus and emerging trends in the financial services landscape.
  1. Traditional Banking Marketing Strategies:
    There is a noticeable decline in research centered around traditional banking marketing strategies, as newer digital and fintech solutions gain traction and dominate the discourse.
  2. Conventional Risk Assessment Models:
    Studies focusing on conventional risk assessment models in financial services are becoming less frequent, likely due to the rise of more dynamic and technology-driven approaches to risk management.
  3. Static Consumer Segmentation Approaches:
    Research that relies on static consumer segmentation is waning, as the industry increasingly embraces more fluid and behavior-based segmentation strategies influenced by real-time data.
  4. Focus on Generic Financial Products:
    There is a decline in studies addressing generic financial products without a specific focus on consumer context or innovative features, as the market shifts towards personalized and tailored financial solutions.
  5. Historical Analysis of Banking Practices:
    Research that primarily focuses on historical perspectives of banking practices is diminishing, with a stronger emphasis on contemporary issues and future-oriented research.

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