A Critical Review of the Literature: Digital Marketing Campaigns for Financial Products and Facilitating Customers’ Access to Financial Services in the Kingdom of Saudi Arabia in the Context of Saudi Vision 2030

Abstract

In light of the limited studies directly linking digital marketing campaigns for financing products and facilitating customer access to financial services in the Saudi context, this study aimed to review the scientific literature published during the period (2020-2026), in order to analyze research trends and identify factors influencing this relationship. The study adopted the approach of analytical critical review of the literature through the analysis of scientific literature and related institutional sources, and the number of sources approved in the final list of the study thirty- seven sources. The results of the review showed that Saudi Arabia has made significant progress in the development of digital infrastructure and the institutional environment supporting financial technology, but enhancing the impact of digital marketing campaigns in the sales of financing products and access to financial services requires more focus on building confidence, establishing credibility and transparency, raising the level of financial awareness, developing marketing strategies and continuous improvement of campaigns. The review also showed that financial culture, trust and legitimate alignment are important factors in shaping customer access to financial services and increasing demand for financing products. The study concludes that there is a research gap in the limited studies that address in an integrated manner the relationship between these factors and digital marketing campaigns for financing products in the Saudi context, and recommends conducting future field studies to test these relationships and develop interpretive models that can support financial institutions in designing more effective marketing campaigns, in line with the objectives of Saudi Vision 2030.