Assuming $\lvert x\lvert<1$ and $0<a<c$, the following formula holds true $$F(a,b,c;x)=\sum_{n=0}^{+\infty} \frac{(a)_n(b)_n}{(c)_n(1)_n} x^n=\frac{\Gamma ( c )}{\Gamma(a)\Gamma(c-a)}\int_0^1 t^{a-1}(1-t)^{c-a-1}(1-xt)^{-b} dt\, , $$ where $(d)_n:=d(d+1)\cdots(d+n-1)$ for every $d$ and every $n\in \mathbb N$.
To whom is due this formula (Euler?) and where precisely can I find its first appearance in the classical literature?
Thanks in advance.