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Article
Publication date: 12 August 2022

Arinze Christian Nwoba, Emmanuel Mogaji, Nadia Zahoor, Francis Donbesuur and Gazi Mahabubul Alam

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…

Abstract

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.

Details

European Journal of Marketing, vol. 56 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 9 March 2021

Emmanuel Mogaji, Ogechi Adeola, Robert Ebo Hinson, Nguyen Phong Nguyen, Arinze Christian Nwoba and Taiwo O. Soetan

This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers.

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Abstract

Purpose

This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers.

Design/methodology/approach

A 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.

Findings

The 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/implications

Banks 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/value

This 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.

Details

International Journal of Bank Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 January 2021

Emmanuel Mogaji, Robert Ebo Hinson, Arinze Christian Nwoba and Nguyen Phong Nguyen

Drawing on stakeholder theory, the purpose of this paper examines how Nigerian banks employ their corporate social responsibility (CSR) initiatives to empower women to…

1107

Abstract

Purpose

Drawing 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/approach

The methodology of this paper is regarding a thematic analysis of Nigerian banks' annual CSR and sustainability reports.

Findings

A 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/implications

The study findings are confined to the banks in Nigeria, focussing on how they empower women to participate in economic and commercial activities.

Practical implications

It 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 implications

Due 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/value

To 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.

Details

International Journal of Bank Marketing, vol. 39 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Abstract

Details

International Journal of Bank Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0265-2323

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