Exploring the intellectual landscape of ROSCAs: a fifty-year bibliometric review

Purpose Rotating Savings and Credit Associations (ROSCAs) are critical community-based/informal financial mechanisms, especially in underserved markets. Despite their enduring relevance, ROSCAs remain underexplored. This study aims to systematically map and synthesize 50 years of ROSCA-related scholarship, highlighting intellectual structures, thematic trajectories and emerging research opportunities relevant to financial inclusion and grassroots finance. Design/methodology/approach A bibliometric analysis was conducted using 177 peer-reviewed articles indexed in Scopus from 1973 to 2024. We employed the PRISMA protocol for article selection and utilized Bibliometrix (R package) for performance, network and thematic evolution analysis. Key indicators such as citation trends, co-authorship patterns and co-word clusters were visualized and interpreted. Findings Four dominant thematic clusters emerged: (1) informal financial practices and saving behavior; (2) ROSCAs as vehicles for social capital and gender empowerment; (3) developmental finance in low-income economies and (4) trust, reciprocity and group enforcement mechanisms. The analysis also traces the field's intellectual progression from descriptive ethnographies toward theoretical and digital financial inclusion discourses. Practical implications Findings offer insights for marketers and financial service providers targeting unbanked populations. ROSCAs provide scalable models for inclusive financial innovation, relationship marketing and culturally embedded service design. This study supports the integration of ROSCAs into mobile banking, agent banking and trust-based community outreach strategies. Originality/value This is the first comprehensive bibliometric review focused exclusively on ROSCAs. By bridging informal finance and banking marketing, it offers a strategic roadmap for future academic inquiry and innovation in inclusive financial services.