Digital Marketing in Banking Sector

Abstract

The internet banking is a miracle which has transformed the way of banks across the world to carry out banking transactions and has brought about new strategic directions for investment in banking information and communication technologies. This paper focuses the trends of research in the diffusion and adoption of internet banking in growing countries through a content analysis of existing literature that focuses on developing countries. The function of the study is to bring out the current level of research on internet banking in developing countries and to uncover any gaps that need scholastic consideration. Throughout the study of 188 journal articles that emphasized on internet banking dissemination, adoption and execution in developing countries, we found that research on internet banking had obtained immediate erudite attention in growing countries from the year 2000 when internet banking got a phenomenon and peaking in 2012. However, the consequence of this analysis also shows a prominent in research studies which is based in Asian countries with many Caribbean, South American and African countries still falling behind in internet banking research. The finding gives a perception on directions and research gaps in internet banking and will be useful to scholars and trainers who are working or plan to take effort in the field of internet banking in developing countries.