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This work aims to explore the effects of (equity and non-equity) strategic alliances between banks and FinTechs on FinTechs' online visibility.

For a sample of 124 Italian FinTechs, the authors measured online visibility through their website ranking (Google PageRank) and website traffic (Google Trends). Consistent to the historical depth of these measures, the authors separately investigated the effect of equity and non-equity (contractual) agreements on online visibility by means of ordinal logistic regressions and diff-in-diff analysis.

Strategic alliances with banks enhance FinTechs' online visibility. Although both equity and contractual agreements positively influence the popularity of FinTechs' website achieved through the activity of internal and external online content creators (websites ranking), only equity agreements are effective in attracting Internet users (website traffic).

When deciding to interact with banks, FinTechs' managers should consider that equity agreements may be a powerful strategic choice for enlarging the customer base and boosting visibility of FinTechs.

Fostering strategic alliances between banks and FinTechs contributes to FinTechs' growth, generating virtuous mechanisms of innovation, financial inclusion and better allocative efficiency of the financial system.

This work expands marketing knowledge and literature regarding online visibility determinants, by investigating the benefits of strategic alliances and cooperation in the market, while providing an empirical strategy replicable by future marketing studies.

The article attempts to shed light on the social aspects of research that deal with Sustainable Development Goals (SDGs) and sustainable cities. The aim is to offer a global view of these facets' evolution and to provide information on people-centered smart cities.

The research is qualitative. A systematic bibliometric approach is a framework for the research. The unit of analysis is publications on SDGs and Smart Cities (SCs) indexed in Scopus. The authors used VOSviewer text mining functionality to construct co-occurrence networks of socially related critical terms extracted from textual data. The co-occurrence of keywords presents a valuable method and process for attaining in-depth analysis and fast comprehension of trends and linkages in articles from a holistic approach.

Social media, social sustainability and social capital are the three multifaceted social keywords that co-occur in SDGs and SCs. The paper provides a brief compendium of resources and frameworks to build a socially sustainable smart city.

The retrieval date was on 15 August 2019. The authors used the same search query for new papers released in 2019 and afterwards to update their findings. The authors collected 657 documents on SCs, compared to 2,975 documents about SDGs demonstrating that their findings are still trending in the same direction, emphasizing the importance of the research topic. SCs' social aspects are still chartered areas that require the attention to future research.

The authors’ decision to use two separate data sets for SCs and SDGs data files helps to provide a more comprehensive picture of the research landscape. It may identify areas where research is lacking or needs future research. The authors present an integrative agenda for a smart city to be socially sustainable. Innovative approaches to urban planning are required to empower the place and context and improve the users' satisfaction, where innovative solutions enable smart, sustainable and inclusive societies. Infrastructure governance is a critical keystone. It could guarantee that public investments contribute to sustainable urban development while enhancing city resilience, particularly in facing climate change and inclusive growth challenges.