International Journal of Business Forecasting and Marketing Intelligence (24 papers in press)

Regular Issues

• Traditional and Cryptocurrency Investment Concerns: The Perceived Future of Investing  
  by Alan D. Smith, Prasad Vemala 
  Abstract: There are few financial investment options that have created such controversy and risk as cryptocurrency. A sample of 1,450 individuals and a statistical analysis of intrinsic and extrinsic variables via three specific research hypotheses contrasting financial competency about traditional versus cryptocurrency investors. Blockchain technologies that drive much of the improvements in global supply chains, e-commerce, and cryptocurrency exchanges has provided the efficiencies within information-driven systems. The huge swings and significant drops in cryptocurrencies' value from previous highs, are hallmarked by its volatile and risk. The familiarity of cryptocurrencies has generated relatively comfortability if they were using cryptocurrencies as the majority of their investments, which were relatively few. Although high expected returns were common, few felt that it was a viable long-term financial strategy. There were many striking differences among the age, income, and gender groups in terms of financial competency.
  Keywords: big-data analytics; blockchain; cryptocurrency; digital currency; financial competency; gender; Roth IRA; responsible consumption; risk assessments.
  DOI: 10.1504/IJBFMI.2023.10058983
   
  
• Assessment of Financial Performance Post Mergers and Acquisitions: Evidence from the Indian Banking sector.  
  by Arshi ., Vaishali Aswal 
  Abstract: Banks frequently pursue consolidating banks through mergers and acquisitions as they are remarkable for strategic alliances and achieving competencies for banks seeking domestic and international exposure. By using a wide range of financial criteria, this study aims to ascertain whether M&A affects the financial performance of groups of recently consolidated Indian banks. The research period is from 2016 to 2022, and public-sector bank merger deals are considered. To benefit from economies of scale and synergies and to maintain market leadership, large mergers are closely monitored by all stakeholders, including customers, employees, and investors. These mergers are carried out specifically to strengthen the economy by boosting liquidity, dropping the issue of non-performing assets, and reducing risk. An attempt is made by using exploratory research design and various statistical tools, such as paired t-tests, to investigate the impact of big public-sector bank mergers and acquisitions. Conclusively, there has been no such change in the financial results of a few Indian banks following mergers and acquisitions.
  Keywords: financial performance; mergers and acquisitions; M&A; consolidation; return on assets; ROA; return on equity; ROE.
  DOI: 10.1504/IJBFMI.2023.10059545
   
  
• Unraveling the Determinants of FDI in the GCC: A Multifaceted Analysis of Economic, Regulatory, and Institutional Factors  
  by Kishore Pallavi 
  Abstract: The remarkable surge of foreign direct investment (FDI) in the non-oil sectors of the Gulf countries over the past decade signifies a pivotal shift in their economic landscape. This surge has been driven by the urgent need to diversify these economies and ensure sustainable growth, given the challenges posed by depleting oil resources and volatile prices. In response to this imperative, there arises a critical need to investigate and comprehend the other factors that exert influence over FDI inflows in the region. To address this knowledge gap, a comprehensive study was conducted, employing advanced panel data techniques and analysing data from the six Gulf Cooperation Council (GCC) countries. Notably, market size, infrastructure development, trade openness, inflation levels, and political stability emerged as crucial factors driving FDI. Conversely, the study did not find a significant association between FDI inflows and the variables of risk and competition.
  Keywords: Gulf Cooperation Council; GCC; non-oil determinants; foreign direct investment; FDI; panel data; ordinary least square; OLS; random effects.
  DOI: 10.1504/IJBFMI.2023.10060109
   
  
• Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy?  
  by Rajesh Srivastava 
  Abstract: Marketers struggle to choose between film and television due to the effectiveness of brand placements via dialogue in brand communication. Therefore, the purpose of the study is to compare the impact of brand placement on purchase intentions, brand recall, and attitude towards brands in the spoken language of prominent characters in television shows and films. It is primary research. A Google Form is used for the survey based on the study. Participants in the study totalled 469. When brands are equally prominently featured in both television and film conversations, brand placement in the latter is comparatively more effective in terms of brand recall and purchase intention than in the former. A comparison of brand placement in two media and their relative effectiveness is used in this research to provide insight into selecting the right media for brand marketing.
  Keywords: brand placement; brand promotion; purchase intentions; brand recall; brand attitude; congruity theory; emotional-rational-risk model.
  DOI: 10.1504/IJBFMI.2023.10060475
   
  
• A Study on the Performance Evaluation of Equal-Weight Portfolio and Optimum Risk Portfolio on the Indian Stock Market  
  by Abhiraj Sen, Jaydip Sen 
  Abstract: Designing an optimum portfolio for allocating suitable weights to its constituent assets so that the return and risk associated with the portfolio are optimised is a computationally hard problem. The seminal work of Markowitz that attempted to solve the problem by estimating the future returns of the stocks is found to perform sub-optimally on real-world stock market data. This is because the estimation task becomes extremely challenging due to the stochastic and volatile nature of stock prices. This work illustrates three approaches to portfolio design minimising the risk, optimising the risk, and assigning equal weights to the stocks of a portfolio. Thirteen critical sectors listed on the National Stock Exchange (NSE) of India are first chosen. Three portfolios are designed following the above approaches choosing the top ten stocks from each sector based on their free-float market capitalisation. The portfolios are designed using the historical prices of the stocks from 1 January 2017 to 31 December 2022. The portfolios are evaluated on the stock price data from 1 January 2022 to 31 December 2022. The performances of the portfolios are compared, and the portfolio yielding the higher return for each sector is identified.
  Keywords: return; risk; minimum risk portfolio; MRP; mean-variance portfolio; optimum risk portfolio; ORP; Sharpe ratio.
  DOI: 10.1504/IJBFMI.2023.10060476
   
  
• Automatic Laptop Purchase System Based on Case Base Reasoning Technique  
  by Aman Tyagi, Namit Khanduja 
  Abstract: Laptop market is booming once again. Demand of laptops is increasing very fast due to COVID-19 pandemic and lockdowns at many places. Moreover, trend for work from home, online classes and e-business are very common these days. People in many underdeveloped/developing countries are facing the problem in selecting new laptop due to lack of technical knowledge. The problem is more complex because of lot of varieties/brands are available in the market. There is a need of extensive research in this area. In the present work, a case base reasoning (CBR) method is proposed to address the problem of customers to select suitable laptop according to their requirements within their budget. CBR methodology helps in decision making of selection of laptop automatically. Two methods are also developed to update the recent technologies model in the database and also store the feedback from customers about their previous laptops.
  Keywords: case base reasoning; CBR system; decision support system; knowledge base; laptop purchase decision.
  DOI: 10.1504/IJBFMI.2023.10060661
   
  
• Personality traits and their impact on decision-making risks in auction-based market purchases  
  by Álvaro Fabiano Pereira De Macêdo, Wesley Vieira Da Silva, Claudimar Pereira Da Veiga, Luciano Luiz Dalazen, Deoclécio Junior Cardoso Da Silva 
  Abstract: Understanding human behaviour is pivotal in financial services marketing, particularly in decision-making processes. Given that individual characteristics can significantly influence participation dynamics in auctions, this research delves into how personality traits shape the risk profile of auction market purchasers. Utilising a mixed-methods approach, we gathered data from 58 qualitative and 282 quantitative respondents through an online questionnaire. This sample comprised Brazilian auction participants, both buyers and sellers. The analysis employed advanced statistical methodologies, highlighting descriptive statistics, hypothesis tests, and factor and regression analyses. We scrutinised five key personality constructs: extraversion, neuroticism, pleasantness, openness to experience, and conscientiousness. This study presents five principal insights, equipping auctioneers, sellers, and buyers with a deeper understanding of auction participant profiles. These findings pave the way for optimised business strategies and demystify auction dynamics.
  Keywords: financial services marketing; behavioural finance; auction; personality traits; personal finance; marketing intelligence.
  DOI: 10.1504/IJBFMI.2023.10060662
   
  
• Nearshoring and its Potential Impacts on the Global Supply Chain: Case Study of Retailing and Manufacturing Firms  
  by Alan D. Smith  
  Abstract: In recent years, a multitude of events have occurred to significantly test the resiliency of global supply chains. The largest impact were the effects and fallout of the COVID-19 pandemic which saw extreme variability introduced to all aspects of supply chain management including procurement, warehouse operations, transportation and sustainability initiatives. To best counteract potential foreseen and unforeseen circumstances, organisations have reevaluated their ideologies and examined how nearshoring operations can be advantageous to minimise challenges and perils to their business continuity. A scholarly examination of the principles surrounding nearshoring and its impacts on global supply chains. With context paid to two Pittsburgh, PA-area companies in the retail and manufacturing markets, practical application of these principles are examined with managerial implications addressed. Nearshoring will be recommended as an efficient route for companies to achieve streamlined operational approaches and their goals within while minimising their risk exposure and maximising perceived values.
  Keywords: business case study; information technology; IT; manufacturing; nearshoring; offshoring; onshoring; operations; retail marketing and services.
  
  
• A Historical and Bibliometric Analysis of the Current Landscape and Future Prospects of Financial Inclusion  
  by Varun Kesavan, Sakthi Srinivasan K 
  Abstract: 'Financial inclusion' refers to the provision of such services at a low cost and in a timely manner, especially for low-income and other marginalised individuals who lack even the most fundamental banking services. This study aims to determine how much research has been conducted on the topic of financial inclusion. This study aims to conduct the first systematic review of financial inclusion studies. In this investigation, open access research is also assessed. The selected Scopus articles were published between 2010 and 2022. The initial search yielded 3,382 publications; however, only 1,898 were included in the analysis. For bibliometric analysis, we utilise Biblioshiny R Studio. Throughout the course of history, there has been an upward trend in the rate of publication. The USA, China and India would all benefit substantially from this development. Numerous studies have focused on financial inclusion, banking in India, and other aspects of the Indian economy. This research on carbon emissions, the financial system, finance, financial inclusion, and financial services aims to address knowledge voids, organise key issues, contribute to the existing literature, and lay the foundation for future researchers.
  Keywords: financial inclusion; financial exclusion; bibliometric analysis; Bibliometrix; science mapping; Scopus database.
  DOI: 10.1504/IJBFMI.2023.10060719
   
  
• The Impact of Digital Adoption and Adaptive Leadership on Organizational Resilience: A Case Study of Indonesian Banks  
  by Basaria Juliana, Harjanto Prabowo, Mohammad Hamsal, Firdaus Alamsjah 
  Abstract: The Indonesian banking industry is susceptible to challenges when confronted with industry-related changes, particularly technological and consumer preference shifts. Consequently, it is imperative for Indonesian banks to learn how to reconfigure, adapt, and strategise their dynamic capabilities in order to overcome external environmental turbulences and attain organisational resilience. Taking into account the close relationship between modern society and technology, leaders must also consider how banks can navigate the digital domain, including the use of digital adoption. This study seeks to examine the impact of digital adoption and adaptive leadership on organisational resilience in the Indonesian banking industry, as moderated by environmental turbulence. The methodology is a quantitative cross-sectional method with SEM PLS applied to a sample of 75 respondents representing the four tier 1 capital-based classifications of Indonesian banks. The results indicate that digital adoption and adaptive leadership have a positive and statistically significant effect on organisational resilience. However, it was discovered that environmental turbulence has no effect on the relationship between digital adoption and adaptive leadership in the Indonesian banking sector’s overall organisational resilience. This result contradicts previous research that examined the moderating effect of environmental turbulence.
  Keywords: digital adoption; adaptive leadership; environmental turbulence; organisational resilience; banking; bank; COVID-19; Indonesia.
  DOI: 10.1504/IJBFMI.2023.10060721
   
  
• Auction Game of Agro-product under cobweb phenomenon of supply and Demand  
  by Chipem Zimik, P.P. Mishra 
  Abstract: Auction of agro-products between buyers and a farmer deal with first-price auctions in the situation of the cobweb model of supply and demand. The first price bidding auction lies in the neighbourhood of a balanced price of the indivisible agro-product. The selection of bid price holds the Weibull probability density function. We measure the available agro-product at the balance point of demand and supply which is associated with the balanced price. A new computational approach has been employed to obtain the optimum expected bidding value to get the win as well as the expected revenue earned by the farmer in the first price auction of agro-product under cobweb nature price fluctuations.
  Keywords: Agor-product; Cobweb phenomenon; first-price auction; Weibull distribution; Inventory level.
  DOI: 10.1504/IJBFMI.2023.10060829
   
  
• Human behaviour: gender decisions based on behavioural theories  
  by Walter Araujo De Lima Filho, Natallya De Almeida, Wesley Vieira Da Silva, Claudimar Pereira Da Veiga 
  Abstract: Efficient techniques and marketing intelligence are deemed crucial for successful business forecasting. Predicting human behaviour, especially in decision-making, has been identified as a significant challenge for companies. In this study, the financial decision-making behaviours of individuals in a specific Brazilian region were examined, focusing on gender differences during the COVID-19 pandemic. Through a quantitative approach, a questionnaire was administered to a sample of 323 participants. Descriptive statistics, factor analysis, and hypothesis testing were employed for data analysis. Findings revealed significant gender differences in decision-making criteria based on reasoned action and planned behaviour theories. A clear disparity was observed in how different genders altered their financial perceptions concerning the tested hypotheses. This research highlights the role of gender as a moderating factor in decision-making.
  Keywords: human behaviour; marketing intelligence; forecasting business: behavioural finance; decision making; gender.
  DOI: 10.1504/IJBFMI.2023.10061144
   
  
• OpenAI: A PESTLE Analysis of Factors Influencing ChatGPT's Business Growth  
  by Priyanka Bhaskar, Neha Seth 
  Abstract: The generative pre-trained transformer is a large language model developed by OpenAI (San Francisco, California). ChatGPT is an advanced AI-powered chatbot that was educated using a massive database of human conversations. OpenAI's founders recognised the potential for AI to benefit society but were aware of the potential risks. ChatGPT offers transformative potential since it combines two state-of-the-art AI and NLP technologies. OpenAI investigates more areas of AI and experiments with more approaches to AI development. PESTLE analysis is a high-level method for considering potential influences on ChatGPT. OpenAI faces risks from various sources due to its global scope, including political, economic, social, technological, legal, and environmental. OpenAI is a research facility to maximise the positive effects of AI while minimising its negative ones. It has expanded the availability of AI, and pushed the technology's boundaries while emphasising its potential for good in the world.
  Keywords: OpenAI; ChatGPT; PESTLE; organisation; external factors; artificial intelligence.
  DOI: 10.1504/IJBFMI.2023.10061641
   
  
• Investigating after-sales service, customer satisfaction and word of mouth nexus: evidence from a branded car dealership  
  by Shem Sikombe 
  Abstract: The study investigates after-sales service, customer satisfaction and word-of-mouth relationships using evidence from a branded car dealership. The study used a cross-sectional and structured questionnaire design to collect data from the branded car dealership customers. Seventy-seven questionnaires were successfully retained and analysed from customers in different locations. Hierarchical regression analysis and mediation analysis using the Hayes bootstrapping procedure was used. Results reveal a significant and positive relationship between maintenance facilities and customer satisfaction. Furthermore, a positive and significant relationship exists between warranty and customer satisfaction. However, the quality of spares has no significant relationship with customer satisfaction. The results also show that maintenance facilities are the major contributor to customer satisfaction at the branded car dealership. Additionally, results show that customer satisfaction mediates the relationship between the availability of maintenance facilities, warranties, quality of spares and word-of-mouth. Sales managers can utilise the findings to improve their competitiveness.
  Keywords: after-sales service; customer satisfaction; word-of-mouth; branded car dealership.
  DOI: 10.1504/IJBFMI.2023.10061668
   
  
• Consumer purchase behaviour in electronic commerce: main barriers  
  by Guilherme Braz Pitta, Claudimar Pereira Da Veiga, Wesley Vieira Da Silva, Su Zhaohui 
  Abstract: Several studies have been conducted on consumer purchase behaviour in electronic commerce. Most of these studies have attempted to identify factors influencing purchase behaviour and intentions in electronic commerce. However, with a growing number of consumers making purchases in electronic commerce, many people have not shopped in this online market due to uncertainties and perceived risks associated with online purchase transactions. This article seeks to identify the main barriers preventing consumers from making electronic commerce purchases and why they continue to resist this new technology. The collected data (n = 978) were analysed using structural equation modelling (SEM), demonstrating the importance of trust and perceived risk in deciding whether to buy electronic commerce. The results of this study are expected to help retailers’ direct strategies to lower the main barriers that can affect the decision-making of potential consumers.
  Keywords: e-commerce; barriers; electronic commerce purchase; non-shoppers; consumer behaviour; marketing intelligence; business retailing.
  DOI: 10.1504/IJBFMI.2023.10061729
   
  
• The Study of Perceived Severity of COVID-19 on Online Impulsive Buying Behaviour in Vietnam: the Role of Internal Factors  
  by Thanh Binh Phung, Ha Nguyen Thi Thanh, My Van Ly, Hong Nhung Nguyen Thi, Phuong Anh Nguyen, Manh Ha Dao 
  Abstract: Internal factors have been shown as important factors that affect online impulsive buying behaviour, especially when COVID-19 shifted shopping habits and caused a change in their minds. This study provides profound insight into the influence of the perceived severity of COVID-19 and enhances the internal factors affecting online impulsive buying behaviour. The perceived severity of COVID-19 during the pandemic caused a rise in monotony and sensation-seeking expressions, making online buying activities after the epidemic more appealing. The result showed that internal factors such as the perceived severity of COVID-19, stress, boredom, materialism, hedonic motivation, and sensation-seeking play a significant role in online impulsive buying behaviour. In contrast, there was no association between stress and browsing, perceived severity of COVID-19, and materialism.
  Keywords: internal factors; impulsive buying; perceived severity; COVID-19; Vietnam.
  DOI: 10.1504/IJBFMI.2024.10062906
   
  
• Study of Consumers' Buying Pattern of Dietary Supplements  
  by Sohela Malik, Nidhi Tandon 
  Abstract: Today's competitive world forces an individual to live a stressful life which leads to no other option but to compromise with their healthy habits. So in order to cope up with this situation individuals are moving towards dietary supplements. Dietary supplements are characterised as any health product that is largely expected to enhance the eating regimen when taken in form of any tablet, capsules, etc. This research talks about the increasing intake of dietary supplements among the population of age group above 18 years and the factors that affect their purchase. With the corona virus pandemic a few patterns have speed up, while shopper needs have changed in accordance with the emergency. Customers in India have started putting their wellbeing first and this research demonstrates that respondents focus harder on a nutritious eating routine.
  Keywords: consumer buying behaviour; dietary supplements; nutraceutical industry; corona virus pandemic.
  DOI: 10.1504/IJBFMI.2023.10063073
   
  
• Case Study of Global Apparel Companies: How Some Are Adjusting their Supply Chain Strategies to Post-COVID-19  
  by Alan D. Smith  
  Abstract: This research effort examined two retail companies, American Eagle and Duluth Trading Company, with two unique approaches to their supply chain management models. A consumer survey and analysis associated with the appeal industry in the same area (NS Ohio and Western PA) was completed. While the approaches may be different, similarities are shared between the two companies in relation to their supply chain automatisation. Optimising technology and automating processes while delivering resources and materials to supply final goods to its customers is a top priority. The competitive and demographic threats that these two companies are facing as they continue to find a sustainable model competing with other top-technological performers in the retail industry are real and compelling. The companies have gone through COVID-19 and have had to review processes in place to be able to overcome business closures and shutdowns.
  Keywords: apparel industry; COVID-19; INCOTERMS; next-day delivery; omnichannel; supply chain management; SCM.
  DOI: 10.1504/IJBFMI.2024.10063159
   
  
• Interplay of Digital Trust Alliance, Entrepreneurial orientation and Use of digital payments: Digital Shift of Rural MSMEs to Survive Covid-19  
  by Dr. Harleen Kaur, Priya Devi 
  Abstract: Through the lens of digital trust alliance and entrepreneurial orientation, this paper investigates the usage of digital payments among rural MSMEs during COVID-19 pandemic. Quantitative data were collected through survey from owners and managers of various micro, small and medium-sized enterprises across different industrial sectors. The study contributes to the survival of MSMEs using digital strategy during crisis. Digital trust alliance emerges as a significant element in usage of digital payments. It has been discovered that entrepreneurial orientation amplifies the ability of MSMEs to endure significant disruptions in business environment. The originality of the paper lies in the establishment of the moderating role of entrepreneurial orientation between the independent variable (digital trust alliance) and dependent variable (usage of digital payments). Additionally, it is one of a few studies looking into rural MSMEs digital shift to survive COVID-19 in India.
  Keywords: digital payments; digital transformation; COVID-19; MSMEs; entrepreneurial orientation.
  DOI: 10.1504/IJBFMI.2024.10063620
   
  
• The effect of firm absorptive capacity on learning by importing: mediation role of industry policy-induced intermediate input import  
  by Moges Tufa, Måns Söderbom 
  Abstract: A growing body of evidence from studies on firms suggests that firm-level capability building is important for a firm's sustained competitiveness and national growth. In this paper, we base our argument on contemporary theories of firms to investigate the link between a firm's absorptive capacity and its effects to utilise external opportunities. The study also examines the mediation role of sector-specific industry policy in channelling the relationship between firm absorptive capacity (firm internal resource-bases) and learning by importing. We applied nonlinear generalised structural equation model (GSEM) on the mix of administrative and survey data from 271 chemical manufacturing firms in Ethiopia. We estimate direct, indirect, total effects and mediation paths tests. Our findings support the hypotheses and the results are consistent across analysis steps. The notable finding implies the existence of a positive and significant association between firm internal resource bases and firm learning by importing. Heterogeneous and marginal analysis was discussed.
  Keywords: industry policy-induced; learning by importing; open innovation; absorptive capacity; GSEM; mediation; Ethiopia.
  DOI: 10.1504/IJBFMI.2023.10058638
   
  
• Neurofeedbacks on brands in the context of neuroscience applied to consumption: mapping the state-of-the-art and research agenda  
  by Natália Munari Pagan, Karina Munari Pagan, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira 
  Abstract: The objective of the research was to carry out a literature review of neurofeedbacks research in brands in neuromarketing. Using the content analysis technique, it was possible to group neuromarketing research on brands into four main categories: 1) brand preferences; 2) brand extension; 3) strong brands and weak brands; 4) other brand studies. Among all the neurofeedback tools currently available, only EEG and fMRI tools are used in the studies found. The EEG and fMRI tools are very effective and very relevant in understanding the role of the brand in the consumer's mind. Both tools allow a better understanding of the role of brands, as they allow the evaluation, measurement, and detection of electrical pulses exchanged between neurons (in the case of EEG), and the magnetic field of the brain (in the case of fMRI).
  Keywords: neuromarketing; neurofeedbacks tools; brand; neurons; brain; electroencephalography; EEG; consumer behaviour; preferences; cognitive response; affective response; mental response; electrical pulses; fRMI; decision-making.
  DOI: 10.1504/IJBFMI.2023.10062198
   
  
• Analysis of the application of different forecasting methods for time series in the context of the aeronautical industry  
  by Antônio Augusto Rodrigues de Camargo, Mauri Aparecido de Oliveira 
  Abstract: The aeronautical sector is a vital part of the Brazilian industrial landscape, contributing to the development of new technologies and production techniques with potential applications in other industries. However, there are limited studies on implementing improvements in its systems, highlighting the need for attention in specific subareas of companies in this sector. One such area is the production-planning department, especially the forecasting techniques applied in the supply chain. The objective is to compare the effectiveness of various time series forecasting methods, including classical statistical methods and neural networks (NN) using three different evaluation metrics. The study employs a real-time series that depicts the consumption of a specific material extensively used in the production line of a major Brazilian aircraft manufacturer. The purpose is to emphasise the significance of optimising strategic planning within the aeronautical sector and the potential savings that can be achieved by selecting the best forecast.
  Keywords: forecasting; time series analysis; aeronautical industry; supply chain; statistical methods; neural networks; NN; operations research; Kanban; simple exponential smoothing; forecast accuracy.
  DOI: 10.1504/IJBFMI.2023.10059430
   
  
• Live stream marketing and consumer behaviour of the online consumers in Jordan  
  by Ayat Saed Mohammad, Sana'a Nawaf Al-Nsour, Leen Suliman Mohammad 
  Abstract: This research aimed to identify the impact of using live stream marketing on consumer purchase intentions. A questionnaire was used to collect primary data. The study population consisted of electronic buyers who use the live stream feature when shopping for their needs. 500 questionnaires were distributed and 299 of them were retained and valid for analysis. Smart PLS4 approaches were used to analyse the data. The research found that the consumer intention to buy is subject to the entertainment, information, attractiveness, expertise and trustworthiness. The research suggested that marketers in Jordan should pay more attention to the way they apply live stream marketing and work more to understand the features that the viewer prefers, they should also be aware of the ways they have to apply in order to increase the consumer's attention to buy their product.
  Keywords: live stream marketing; purchase intention; Jordan.
  DOI: 10.1504/IJBFMI.2023.10059416
   
  
• The growth of financial technology: a bibliometric and historical analysis  
  by Varun Kesavan, K. Sakthi Srinivasan 
  Abstract: Modern developments in financial technology (FinTech) contribute to the sustainability of a community. The term 'FinTech' refers to an expansive industry that encompasses everything from data protection to the deliverance of financial services, enabling businesses to optimise their operations and develop innovative new products. As a result, field specialists are in high demand because more people rely on them to predict the subject's future development. This study aims to be the first comprehensive examination of FinTech research. In this investigation, open access research is also assessed. The articles were selected from Web of Science (WOS) between 2016 and 2022. The initial search resulted in 3,033 publications, but only 889 were considered for the study. Bibliometric analysis is performed using Biblioshiny R Studio. Throughout the course of history, there has been an upward trend in the rate of publication. This will result in significant benefits for China, the USA, and the UK. Numerous studies have focused on the Chinese economy, banking system, financial services, and financial technology. The objectives of this investigation into adoption, impact, returns, and risk are to address information gaps, organise essential topics, contribute to the existing literature, and set the foundation for future research.
  Keywords: FinTech; technological advancements; bibliometric analysis; bibliometrix; science mapping; Web of Science database; WOS.
  DOI: 10.1504/IJBFMI.2023.10059081