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Work placement learning enhances self-efficacy and work readiness for students. However, students with disabilities often have a different experience with regard to work placements. With a growing number of people with disabilities in universities, it is essential to provide students who have disabilities with an inclusive learning and working environment. Expanding on previous studies that have explored industrial work placement in higher education across different levels of disabilities, this study is contextualised in Nigeria and adopts an integrative literature review approach to critically review and synthesise the literature on student experience, disability, work placement and higher education in the country. This process enables the development of a new theoretical framework and perspective for enhancing the work placement experience of students with disabilities. The study contributes to the existing knowledge regarding work experience, students with disabilities and student experiences in developing countries. It also has practical implications for stakeholders involved in work placements for students with disabilities.

Purpose Building on the social marketing theory, this study aims to examine the relationship between family units and obesity in Nigeria; and the social marketing interventions used to reduce and prevent obesity in the Nigerian society. Design/methodology/approach This study adopted a semi-structured interview research design with 42 obese individuals in Nigeria. Findings The study findings show that the family unit an individual grows up in influences their consumption behaviour, which drives their obesity. The findings reveal that obese Nigerian citizens are willing to live a healthier lifestyle due to the direct and indirect medical costs associated with obesity. Furthermore, the findings disclose the social marketing interventions – local celebrity endorsements, healthy lifestyle promotions, reduced gym membership and affordable access to healthy foods and services – used to prevent and reduce the rising obesity rates in the Nigerian society. Research limitations/implications The findings have important theoretical implication given the focus on consumption behaviour and obesity. Practical implications The study findings provide an avenue to guide government officials, policymakers and social marketers in shaping their public policy and social marketing interventions to encourage healthier consumption and lifestyle behaviours among families and individuals in the Nigerian society. Originality/value To the best of the authors’ knowledge, this is the first research study to investigate how family units in the emerging market of sub-Saharan Africa drive obesity and the social marketing interventions used to reduce and prevent obesity. Theoretical and practical implications are discussed.

Purpose The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of transformative service design, ensuring equitable access and the overall well-being of individuals. Design/methodology/approach This study collected qualitative data through ethnographic fieldwork and interviews with commuters with disabilities and transport services providers. The data were thematically analysed using NVivo. Findings Evidence suggests that there are opportunities for service users to be included in the co-creation of transformative transport service at different stages of a journey: entering service interaction, transitioning through service interaction and exiting service interaction. However, the reluctance of service providers to transform their services was recognised, due to a lack of awareness, interest, regulator demands and financial capabilities. Research limitations/implications This study broadens the comprehension of procedures and strategies for engaging consumers experiencing vulnerabilities in transformative service design and pushes the limits of the current understanding to recognise the inherent challenges of unregulated service providers designing transformative services in an unregulated market. Practical implications This newfound knowledge is crucial for developing better approaches that cater to the needs of these individuals and further contributes towards developing transformative service initiatives, which are activities that serve people experiencing vulnerabilities and that try to improve their well-being. These include specialised training and social marketing campaigns for service providers in the informal market and new mobility start-ups or social enterprises with the potential to disrupt the informal economy and offer innovative solutions, such as assistive technologies, mobile apps and journey planners that provide exceptional customer service. Originality/value Previous studies on transformative service designs have focused on regulated service providers, such as health care and financial services. This study, however, explores the unregulated transport sector in a developing country and recognises how the intricate nature of informal service provision may jeopardise the prospects of developing a transformative service for consumers experiencing vulnerabilities.

Purpose This study aims to investigate the domestic sustainable consumption practices in Indian households and the motivations to do so. These practices also contribute to environment management and its impact on Indian society through the action of reusing, reducing and recycling of consumed products for two generations, namely, the Baby Boomer and the Generation Z. Design/methodology/approach An exploratory qualitative research was undertaken in which the data were collected through personal interview technique with 64 respondents including males and females from the generations of Baby Boomers and Generation Z of Indian households. Findings The theoretical framework of the 3R was extended to inculcate broader themes like awareness, action and motivation for the domestic sustainable activities. The findings conclude that the domestic sustainable consumption practices of Baby Boomers in India were far more advanced than their Generation Z counterparts. These two generations differed in their awareness sources, actions of sustainability and the motivations for undergoing the domestic sustainable activities. Managerial implications have been framed for organisations like start-ups, sustainable firms, government organisations and second-hand product vendors. These practices in such organisations could help in the enhancement of circular economy through the domestic waste disposal. Practical implications Practical implications are for organisations that can consider the domestic sustainability consumption practices while planning their strategies to maximise stakeholder satisfaction through their corporate social responsibility initiatives and create more goodwill and growth avenues for their businesses. Originality/value Where most of the past literature concentrates on the supply chain and manufacturing initiatives of sustainability or sustainable consumption, very few studies look at the angle of domestic sustainability initiative and how they could be linked to the initiative of circular economy. This paper fills this gap in past literature.

While developed nations have established policy frameworks for dealing with various macroeconomic shocks, developing countries respond to the influx of COVID-19 on heterogeneous scales, borne out of varying institutional bottlenecks. These inadequate transport facilities are not diversified enough to deal with an impending public health crisis. With the growing divergence in public transport management procedures and societal responses and willingness to adjust to a "new normal" transport procedures in time of COVID-19 and post-pandemic, it becomes expedient to learn evidence-based policy responses to transport service delivery. Qualitative data from semi-structured interviews with commuters and operators were thematically analysed to understand the impact of COVID-19 on transportation in Lagos Nigeria. The analysis revealed that increased cost of transportation, financial sustainability, changes in travel needs and loss of revenue were the significant impacts of the pandemic. This study contributes such that transport stakeholders can better understand how to navigate their transportation needs at this time of global uncertainty. The understanding of these impacts advances policy recommendations that are most inclined to the development objectives of developing nations in the time of COVID-19 and beyond. The limitations and suggestions for further research were discussed.

PurposeGiven that managers play a crucial role in developing and deploying AI for marketing financial services, this study was aimed at better understanding their awareness regarding AI and the challenges they are facing in providing the attendant technologies, as well as highlighting key stakeholders and their collaborative efforts in providing financial services.Design/methodology/approachExploratory, inductive research design. The data was gathered through semi-structured interviews with 47 bank managers in both developed and developing countries, including the United Kingdom, Canada, Nigeria and Vietnam.FindingsManagers are aware of the prospects of AI and are making efforts to address AI as a business need but find that there often exist certain challenges in accelerating AI adoption. The study also presents a conceptual framework of AI in relation to financial service marketing, which captures and highlights the interactions among the customers, banks and external stakeholders, as well as the regulators.Research limitations/implicationsBanks must understand their business objectives, the available resources and the needs of their customers. Managers should keep the ethical implications of their working relationships in mind when selecting a team or collaborating with partners. In addition, managers should be trained and assisted in comprehending AI in relation to financial services, while the regulators must be involved in the development of AI for financial service marketing. Finally, it is critical to communicate the prospects for AI to consumers.Originality/valueThis study provides empirical insight into the opportunities, prospects and challenges pertaining to the use of AI in the area of financial service marketing. It also specifically calls into question certain preconceptions regarding AI and its role in financial services, the chatbots adopted for financial service delivery and the role of marketing managers in developing AI.

This short communication discusses the inflow of foreign tourists during the current pandemic and its interplay with the wide-scale administration of COVID-19 vaccines in Serbia. It focuses on the country’s provision of free-of-charge vaccines to inbound tourists (primarily from Bosnia and Herzegovina, Montenegro, North Macedonia, Albania, and Croatia). As a result, the tourism sector experienced a boost in tourist arrivals and overnight stays across the country, which contradicts the trend in the tourism industry and is, potentially, an effective resilience strategy. Nevertheless, it remains to be seen how long the given effect will last and what the major benefits for stakeholders will be. This short communication discusses the inflow of foreign tourists during the current pandemic and its interplay with the wide-scale administration of COVID-19 vaccines in Serbia. It focuses on the country’s provision of free-of-charge vaccines to inbound tourists (primarily from Bosnia and Herzegovina, Montenegro, North Macedonia, Albania, and Croatia). As a result, the tourism sector experienced a boost in tourist arrivals and overnight stays across the country, which contradicts the trend in the tourism industry and is, potentially, an effective resilience strategy. Nevertheless, it remains to be seen how long the given effect will last and what the major benefits for stakeholders will be.

Purpose To understand the financial services experience and consumption in Nigeria from the perspectives of both the customers and managers. This study aims to explore this under-researched area and contribute towards a transformative financial service in the country. Design/methodology/approach Semi-structured interviews with 26 bank customers and seven top bank executives. Findings A conceptual framework, which has emerged from the analysis of the results, revealed three overarching factors that shape these experiences from the perspective of both consumers and managers – service maintenance, service technology and service dynamics. Practical implications For sustainable service maintenance, bank executives need to increase the overall level of transparency in their operations, particularly regarding bank charges, to ensure that customers are not subjected to hidden and unnecessary charges. The use of technology in service provision and delivery should play a prominent role. Managers should also provide innovative and user-friendly technology, communicating with customers and raising awareness of the benefits. Customers who are reluctant to adopt the technology should be educated and reassured. Recognising the service dynamics, managers should improve customer services and relationships, effectively manage the mobile money agent relationship and market new and relevant products to their target audience. Social implications The understanding of the financial services experience and consumption of citizens and residents in the demonstrate how the appropriate programmes and policies that enhance financial inclusion could be introduced and implemented in the country. It enables financial service managers to improve their services to their customers and policymakers to develop timely, relevant and appropriate policies to address and/or bridge the identified gaps in financial inclusion. The understanding of the financial services experience and consumption of citizens and residents in the demonstrate how the appropriate programmes and policies that enhance financial inclusion could be introduced and implemented in the country. Originality/value Through the sampling, this paper reiterates the need for consumer engagement and collaborative customer-provider relationships in redesigning financial services. This aligns with the transformative research agenda, which aims to increase access to financial services, decrease disparity and ensure consumers’ financial well-being.

The COVID-19 pandemic has forced many brands to stop using cosmetic testers to avoid the risk of spreading the infection, jeopardising the future of cosmetic testing. Consequently, consumers must find alternative methods to conduct their information searches and, more importantly, the prospects of shopping online without going to the store to test the product. With the enormous prospects of social media cosmetic electronic word of mouth (eWOM), it is imperative to examine the influence of cosmetic eWOM on social media and for cosmetic marketers to understand the antecedents that result in cosmetic consumers making a purchase. The adapted information adoption model was validated through structural equation modelling based on 341 eligible surveys. The results confirmed that information quality, source credibility, information usefulness, and information adoption are the key antecedents in eWOM on Instagram when investigating purchase intentions in the colour cosmetic industry. This study is one of the pioneers in empirically testing the relationship between information quality and source credibility on information usefulness and, subsequently, the relationship between information usefulness, information adoption, and purchase intentions in a western market based on the cosmetic industry. These new insights provide practical implications for a cosmetic marketer, suggesting the key variables leading to purchase intentions in cosmetic eWOM, which can be utilised in marketing techniques.

Despite efforts to increase female participation and representation in sport, there has been little scholarly focus on sportswomen’s financial wel–being. The purpose of this study is to address thi...

PurposeThis study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers.Design/methodology/approachA multiple case study research strategy was used to analyse three commercial banks and two microfinance banks. Data were collected using semi-structured interviews with the banks' directors as well as from banks' published annual reports and archival images.FindingsThe study reveals that Nigerian banks develop different product development portfolios, adopt innovative traditional marketing schemes and apply inclusive technologies to reach and extend services to the unbanked and financially vulnerable customers in the society.Research limitations/implicationsBanks should focus on consumer engagement through the proactive development of technologies and employ innovative marketing methods. Customers' banking experiences can be enhanced if banks communicate with and educate customers about technological modes of engagement. In addition, financial service transaction support and financial literacy education can assist banks in marketing their services to financially vulnerable customers, in mutually beneficial ways.Originality/valueThis study shows how financial service operators' market and extend their services to financially vulnerable customers in emerging markets. It empirically establishes the importance of financial services to financially excluded customers.

PurposeDrawing on stakeholder theory, the purpose of this paper examines how Nigerian banks employ their corporate social responsibility (CSR) initiatives to empower women to participate in economic and commercial activities.Design/methodology/approachThe methodology of this paper is regarding a thematic analysis of Nigerian banks' annual CSR and sustainability reports.FindingsA theoretical framework was developed which illustrates the investment foundation (Sustainable Development Goals, Women's Empowerment Principles (WEPs) and Nigerian Sustainable Banking Principles) that supports the different levels of engagement (healthcare, financial, social and career empowerment) aimed at different groups of women (women at large, women in business and women in career) in the society.Research limitations/implicationsThe study findings are confined to the banks in Nigeria, focussing on how they empower women to participate in economic and commercial activities.Practical implicationsIt is paramount that Nigerian banks consistently report their CSR initiatives. When designing these initiatives, it is equally important to incorporate WEPs, as they are specifically focussed on women.Social implicationsDue to their low-level institutional and financial development, it is important that Nigerian banks design their CSR initiatives to improve women empowerment. While initiatives should be targeted at women's well-being and physical health, it is important to steer women towards financial and social independence through loans, grants and mentorship.Originality/valueTo the best of the authors' knowledge, no other research study has examined how banks in an emerging market use their CSR activities to empower women to participate in financial activities.

COVID-19 vaccines are new brands of consumer health technology being introduced to the market. Considering consumer behaviour approaches in this time of crisis, the risk of vaccine hesitancy, the call for more transparency and effective messaging to gain trust, and equitable distribution of this vaccine, this is unexplored theoretical terrain. This commentary takes a multidisciplinary approach to understand and theoretically explore the marketing, distribution, and acceptance of the COVID-19 vaccine. The paper integrates marketing principles, including advertisement and branding of consumer health technology with supply chain management, public affairs, and public health. A theoretical framework was presented to illustrate this relationship and key areas of concerns. The practical implications relevant to equity, ethics, education, employment, and the economic impact was presented.

Artificial intelligence (AI) is rapidly transforming digital marketing practices. While the extant literature extensively covers AI applications that generally benefit businesses and customers, there is scant research on AI deployments that exacerbate problems for financially vulnerable customers. These customers have limited access to financial systems, services or technologies. To rectify this research deficit, this paper describes the challenges confronting businesses as they attempt to integrate AI into the digital marketing of their financial services. Ultimately, Al-enabled digital marketing is not as simple as collecting big data and using analytical algorithms; the technology may not always help businesses target their customers more effectively. This paper examines the relationships between AI, digital marketing, and financial services in relation to vulnerable customers, highlighting key implications in the collection, processing, and delivery of information, as well as the importance of human connection for optimal customer experience and engagement with financial services providers. Understanding ethical implications, as well as data and modelling challenges, is necessary for the successful deployment of AI. This study provides a theoretical framework to financial services providers, AI developers, marketers, policymakers, and academics, aiding the understanding of the precarious conditions facing vulnerable customers, and the ways in which they can more effectively be reached.

Research question: There are growing concerns about the commercial viability of sportswomen as they are seldom featured as brand ambassadors. There are challenges for sportswomen in building and making their brands appealing to advertisers and marketers. This study seeks to understand the human brand concept in the context of sportswomen. Specifically, exploring the challenges, prospects and opportunities, sportswomen face in building their brand.\ud \ud Research methods: Qualitative data from semi-structured interviews with 24 sportswomen in the UK were thematically analysed.\ud \ud Results and Findings: Sportswomen seldom recognise themselves as brands and therefore make little effort to build their brand. They identified known issues such as limited media coverage, gendered perceptions of women’s sport, as well as emergent issues such as the challenges of balancing the need to develop their brand with the need to build their career. We develop a human brand pyramid to highlight how sportswomen can progress from human brands to brand endorsers and boost their earning potential. The present findings contribute to a better understanding of human brands, sportswomen and celebrity endorsement.\ud \ud Implications: It offers practical implications for sportswomen who want to build their brand. Governing bodies, media and brands also need to change the representation of sportswomen across advertisements through tactics that promote gender equity and decrease differences. Sportswomen’s athletic abilities should be given more visibility over their aesthetics. Talent managers also need to be mindful of trends in gender relations to better support their female clients in developing their brands.

Consumer engagement with brands on social media has been empirically proven. However, little is known about consumers' natural behaviour on social media, as literature on this topic is still in an early stage of its evolution. Accordingly, this study aims to investigate and understand the group interactions of consumer behaviour, with a specific focus on tweets within the UK energy sector. Energy is a significant utility in the United Kingdom, and the sector is evolving more rapidly than ever before, with pressure being applied to energy suppliers to meet the demands of consumers. This study draws on social capital theory to investigate how UK consumers engage with their suppliers, as well as the knowledge‐sharing capabilities of the Twitter community. In Study 1, Python was used to conduct tweet mining and sentiment analysis to investigate the polarity in consumer engagement with 82 energy companies in the United Kingdom. Results indicated overall positive sentiments towards the energy suppliers, although the level of engagement varies across the different groups of suppliers. Study 2 followed up with a qualitative insight into the factors shaping consumers' behaviour as they engage with brands on social media. A thematic model emerges in the form of an interrelated conceptual theory comprising three stakeholders, the key relationships between them, and their natural behaviours. This study offers a contemporary, essential, and interconnected understanding of consumer behaviour online with a focus on the energy sector, and further advances research into online consumer behaviour, sentiment analysis, netnography, and social media research.

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications The researchers can use the results of this study as a steppingstone for further empirical and longitudinal studies. Originality/value This study confirmed the relevance of data to society and revealed some gaps to be undertaken for the future.