Abstract
Online marketing has become increasingly important for businesses in promoting their products and services in the digital era. This paper examines the impact of online marketing on digital finance adoption. The survey method was employed to gather data on the impact of social networking, search engine marketing (SEM), email marketing, and online public relations (PR) on digital finance adoption. The results show that these four aspects of online marketing have a positive impact on digital finance adoption. Specifically, social networking, SEM, email marketing, and online PR have significant effects on increasing customer engagement and adoption of digital financial services. Based on the results, we recommend that businesses incorporate these strategies in their online marketing efforts to increase the adoption of digital financial services.
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