AI-Based Marketing Strategies in Fintech Lending: A Systematic Review of Mechanisms and Consumer Behavior Impact (Jurnal E-Bis (Ekonomi-Bisnis))

Summary

• Following PRISMA 2020, the review screened 1,247 records, of which 782 passed deduplication and initial screening, 94 articles were assessed in full and 16 empirical studies were included.p.1
• Adoption, value and ease, and risk, literacy and welfare themes each appear in 62.5% of studies.p.1
• Trust and social influence appear in 50.0% of studies.p.1
• Only 12.5% of studies address algorithmic decisions or AI-related data use.p.1
• Publications peaked in 2023 with six studies (37.5%).p.8
• Advertising or persuasive communication is addressed directly by only 18.8% of studies.p.11

Key insights

1. Of 1,247 records, 465 were removed before screening and 688 were excluded as irrelevant at title and abstract stage.p.5
2. Of 94 full-text articles, 78 were excluded for not meeting the inclusion criteria.p.5
3. The corpus is concentrated in Asia, with seven studies focused on Indonesia and three on China.p.8
4. Most designs are cross-sectional surveys, so results show associations rather than causal effects of marketing or AI.p.8
5. Direct or AI-adjacent evidence appears in only two studies.p.10
6. The results do not support a strong claim that AI personalisation is the dominant driver of borrower behaviour.p.11
7. Digital lending shows a trade-off between liquidity access and debt risk.p.9