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This paper aims to determine causal relationships between the level of productive credit, real deposits and money demand – all of them in real terms – and Gross National Product between 2006 and 2020.

The vector autoregressive technique (VAR) was used, where data from real macroeconomic aggregates published by the Central Bank of Ecuador (BCE) are correlated, such as productive credit, gross domestic product (GDP) per capita, deposits and money demand.

The results indicate that there is no causal relationship, in the Granger sense, between GDP and financial activity, but there is between the growth rate of real money demand per capita and the growth rate of total real deposits per capita.

The study shows that bank credit mainly finances the operations of current assets and/or liabilities. In addition, economic agents use the banking system mainly to carry out transactional and precautionary activities.

The data economy mainly relies on the surveillance capitalism business model, enabling companies to monetize their data. The surveillance allows for transforming private human experiences into behavioral data that can be harnessed in the marketing sphere. This study aims to focus on investigating the domain of data economy with the methodological lens of quantitative bibliometric analysis of published literature.

The bibliometric analysis seeks to unravel trends and timelines for the emergence of the data economy, its conceptualization, scientific progression and thematic synergy that could predict the future of the field. A total of 591 data between 2008 and June 2021 were used in the analysis with the Biblioshiny app on the web interfaced and VOSviewer version 1.6.16 to analyze data from Web of Science and Scopus.

This study combined findable, accessible, interoperable and reusable (FAIR) data and data economy and contributed to the literature on big data, information discovery and delivery by shedding light on the conceptual, intellectual and social structure of data economy and demonstrating data relevance as a key strategic asset for companies and academia now and in the future.

Findings from this study provide a steppingstone for researchers who may engage in further empirical and longitudinal studies by employing, for example, a quantitative and systematic review approach. In addition, future research could expand the scope of this study beyond FAIR data and data economy to examine aspects such as theories and show a plausible explanation of several phenomena in the emerging field.

The researchers can use the results of this study as a steppingstone for further empirical and longitudinal studies.

This study confirmed the relevance of data to society and revealed some gaps to be undertaken for the future.