Digital Banking Ecosystem: A Study among Self-Help Groups in Rural India

Purpose – This research study aimed to investigate the factors that influence the adoption of digital banking during the COVID-19 pandemic among self-help groups (SHGs).Design/methodology/approach – The study employed a mixed-methods design with utilizing Google Trends Analysis (GTA) to understand the trend and future of banking support for SHGs.Originality – The study has reviewed the existing theoretical foundations and frameworks in the field to gain an understanding of the key aspects. This knowledge has the potential to facilitate collaboration with various stakeholders among self-help groups (SHGs), ultimately achieving financial stability and support for group members and the broader society. The practical implication of the study is its applicability to banking digital platforms for SHG members in emerging markets.