Bridging Horizons

Abstract

The objective of the research study was to explore the factors that affect the adoption of digital banking by self-help groups (SHGs). This study is based on a mixed-methods approach to identify the emerging trends and opportunities in the field of banking assistance for SHGs with the use of Google Trends Analysis (GTA). This study significantly contributes to the existing body of literature by critically examining well-established theoretical frameworks and foundations in this field. The knowledge gained from this study can encourage collaborative initiatives with various stakeholders within self-help groups (SHGs), potentially promoting financial stability and providing assistance to both the group's members and the larger community. The practical significance of this study lies in its potential application to digital banking systems designed specifically to offer SHG members a supportive environment.