Mapping customer-to-customer helping behaviour in financial services and digital platforms: a bibliometric and content analysis

Purpose – This study aims to conduct a bibliometric and content analysis of customer-to-customer (C2C) helping behaviour, with a specific focus on financial services and social media-mediated service interactions. C2C helping behaviour refers to voluntary actions by customers aimed at assisting other customers within or outside firm-mediated service environments. The study seeks to map the intellectual structure of the field, identify dominant themes and propose a research agenda to guide future inquiry in social media-mediated C2C helping behaviour in the context of financial services. Design/methodology/approach – The study used the Bibliometrix R package and its web interface, Biblioshiny, for analysis. A total of 178 peer-reviewed articles were retrieved from Scopus and Web of Science using targeted keyword queries on C2C helping behaviour, financial services and social media. In addition, a qualitative content analysis was conducted on 11 articles that specifically focused on financial services. Findings – The analysis reveals that C2C helping behaviour remains an underdeveloped and fragmented area of research within financial services as well as in the context of social media service interactions. One dominant theme of satisfaction shapes current discourse in the financial service domain, while six dominant themes of individuals, consumption behaviour, peer support, sales, human and citizenship shape discourse on social media focused on helping behaviour. Originality/value – This is the first known bibliometric and content analysis focusing specifically on C2C helping behaviour in financial services and on social media-mediated interactions. By integrating quantitative and qualitative approaches, the study offers a more comprehensive understanding of the field, revealing theoretical gaps and providing specific direction for future research.