Navigating the complexities of financial services marketing through a bibliometric analysis of the Journal of Financial Services Marketing (2009–2022)

Publication Name

Journal of Financial Services Marketing


This study presents a comprehensive analysis of the 56 issues of the Journal of Financial Services Marketing (JFSM) published between 2009 and 2022, using bibliographic meta-data and scientometrics techniques. The analysis includes publication and citation trends, the most prolific authors, bibliographic dissection of authors, their affiliated countries, co-citations of journals, and co-occurrences of keywords. Additionally, using network analysis, the study identifies major themes discussed in the JFSM volumes and issues during the 14-year period, develops seven clusters of JFSM publications, and performs content analysis of the articles in each cluster to suggest future research possibilities. The study shows that in the inclusive 14 years between 2009 and 2022, the JFSM made significant scholarly contributions to the field of financial services marketing by publishing 409 cutting-edge research papers with 3005 citations, and providing a platform for exchanging insightful ideas among research scholars and industry practitioners in the field.

Open Access Status

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Link to publisher version (DOI)