SUSTAINABLE BANKING IN THE DIGITAL AGE: LEVERAGING FINTECH AND DIGITAL MARKETING FOR TRANSFORMATIVE GROWTH
DOI:
https://doi.org/10.59415/mjacs.322Keywords:
FinTech, Sustainable Banking, Triple Bottom Line, Digital Marketing, Global TradeAbstract
The digital transformation of banking is reshaping sustainability through the convergence of technological innovation and digital marketing alliance. This paper conceptualizes sustainable banking as an integration of economic viability, social responsibility, and environmental stewardship made attainable by technology and digital marketing. The objective is to analyze how these digital intervention and digital trade dimensions leverage sustainable banking outcomes. A blend of descriptive analysis, Factor Analysis and multiple regression were implemented for measuring the relationship between variables. primary data has been collected using questionnaire from 232 employees in Bengaluru's public, private, foreign, and cooperative banks. Findings demonstrate that both FinTech adoption and digital marketing effectiveness significantly boost sustainability outcomes of banks which results in transformative growth of the financial ecosystem.
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