The Impact of Digital marketing and Digital Payment on Financial Performance

In the digital age, digital marketing affected people's lives on a professional and societal level. The financial sector, in particular, makes substantial use of information technology that has emerged in the digital age to make it simpler for the general public to access financial products and services. The community can benefit from opportunities thanks to information technology improvements, especially for entrepreneurs. This research aims to examine the impact of digital marketing, digital payments on financial performance. This research uses quantitative methodologies, and structural equation modeling-based data analysis techniques are used. with the aid of SmartPLS 4.0 software. the process of choosing a sample using convenient random sampling techniques. 191 employees working in financial companies based in the Dubai UAE who responded to online questionnaires had their responses analyzed. According to data analysis findings, digital payments, and digital marketing concluded with a positive and significant impact on financial performance.