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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67548
Volume:
10 |
9 |
Sep 2026
Pages:
1-16
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Research Scholar
Srivenkiteswara University, Almora, Up
Management Department
Srivenkiteswara University,Almora, Gajraula, Up
Financial institutions increasingly rely on digital tools and customer data to tailor their marketing, and personalization has become a common strategy in the sector. This study tests how personalized digital marketing relates to financial inclusion, customer engagement and access to financial services. It uses a quantitative design with primary data from 130 people who use digital financial services. A structured questionnaire recorded their demographic details, how they use these services and how they view personalized digital marketing. The responses were analysed with SPSS and MS Excel through descriptive statistics and linear regression. Personalized digital marketing had a significant positive relationship with financial inclusion and explained 21.6% of its variance (R = 0.465). Its relationships with customer engagement (R² = 0.031) and access to financial services (R² = 0.061) were also significant but weak. The findings suggest that artificial intelligence, big data analytics and digital communication channels can help institutions send relevant messages that raise awareness of financial products and widen their use. Banks, fintech firms and policy makers can use these results when they design customer-centred digital strategies for inclusion. The study concludes that personalized digital marketing supports financial inclusion and customer engagement, although other factors explain most of the variation in each outcome.
KEYWORDS
This study analysed how personalized digital marketing in financial services relates to financial inclusion, customer engagement and access to financial services. Personalized digital marketing was a significant positive predictor of all three outcomes. The relationship was strongest for financial inclusion, which suggests that personalized strategies can encourage participation in the formal financial system. Customized digital communication was also linked to higher engagement and greater awareness and accessibility of financial services, although those effects were small. The high adoption of digital financial platforms among respondents shows the growing role of digital technologies in delivering personalized financial experiences. Financial institutions can use data-driven marketing, artificial intelligence and customer analytics to meet customer needs and advance inclusion. Personalized digital marketing should therefore be treated as a strategic tool for strengthening financial inclusion and customer relationships as digital finance develops.
Asif, M., Khan, M. N., Tiwari, S., Wani, S. K., & Alam, F. (2023). The Impact of Fintech and Digital Financial Services on Financial Inclusion in India. Journal of Risk and Financial Management, 16(2), 122. https://doi.org/10.3390/jrfm16020122 Brodski, S., Desmangles, L., Fanfarillo, S., Khodabandeh, S., Palumbo, S., & Santinelli, M. (2019). What Does Personalization in Banking Really Mean? https://www.bcg.com/publications/2019/what-does-personalization-banking-really-mean Dr. Jagdish Kumar Sahu, & Mr. Dayalal Sankhla, D. C. A. (2025). Personalized Marketing in the Digital Age: The Role of AI in Consumer Behavior Analytics. European Economic Letters (EEL), 15(3), 292–303. https://doi.org/10.52783/eel.v15i3.3415 Economictimes. (2025). Digital payments comprise 99.8% of total transactions volume in H1 2025: RBI. https://economictimes.indiatimes.com/news/economy/finance/digital-payments-comprise-99-8-of-total-transactions-volume-in-h1-2025-upi-transactions-rbi/articleshow/124760861. Finance, M. of. (2023). Pradhan Mantri Jan Dhan Yojana (PMJDY) - National Mission for Financial Inclusion, completes nine years of successful implementation. https://www.pib.gov.in/PressReleasePage.aspx?PRID=1952793®=48&lang=2 Kanungo, R. P., & Gupta, S. (2021). Financial inclusion through digitalisation of services for well-being. Technological Forecasting and Social Change, 167, 120721. https://doi.org/10.1016/j.techfore.2021.120721 Komantri, A. (2026). The Role of Financial Technology in Promoting Financial Inclusion: A Qualitative Analysis of Users’ Experiences with Digital Financial Services. https://ejournal.cakrapustakaeducation.com/index.php/ECO/article/view/7 Krysovatyy, A. I., Desyatnyuk, O. M., & Ptashchenko, O. V. (2023). Digital inclusion: financial and marketing aspects. Journal of Strategic Economic Research, (3), 93–102. https://doi.org/10.30857/2786-5398.2023.3.10 Mhlanga, D. (2024). The role of big data in financial technology toward financial inclusion. Frontiers in Big Data, 7. https://doi.org/10.3389/fdata.2024.1184444
Publication Date
10/3/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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