Wos Based Bibliometric Analysis of Embedded Finance and Applications in Turkiye

Embedded finance is the integration of banking services into nonfinancial applications and services. The main purpose of this study is to reveal the status of embedded finance applications in Türkiye. The methodology of the study is mixed-methods research design combining conceptual review, empirical web-based content/data collection and analysis, and bibliometric analysis of the Web of Science literature. In the light of the collected data, it is seen that there are very satisfactory embedded finance examples in Türkiye and that consumers adopt embedded finance applications. Additionally, it is seen that there is room for new embedded finance applications to be implemented in Türkiye. To penetrate the market, the growth opportunities are to be determined, the existing talent is to be expanded, the change is to be managed and the necessary transformation is to be provided to lead embedded finance.