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, AI-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.

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.

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.

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This descriptive study examined the adverse effect of the twin problems of poverty and undernutrition in Africa"s largest economy and most populous country, Nigeria, following the country"s return to democratic dispensation after several years of uninterrupted military rule in the country. This study considers the adverse impact and effect of poverty and undernutrition in Nigeria on Nigerians in the first eight years of return to democracy i.e. 1999-2007 after several years of uninterrupted military rule, some of the federal, state, and local governments" past efforts in terms of the programs and policies that were introduced to address poverty and undernutrition in the country, and the success or otherwise of these programs and policies.

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This study examined the effect the provision and utilization of different support areas had on the perceived academic success of international students at a large community college in Canada. The study considered the effect of the provision of support areas on one hand, and the utilization of these support areas on the other hand on the perceived academic success of international students. A quantitative study was conducted to measure the effect of the provision and utilization of support areas on international students' perceived academic success. A target sample size of 399 international students who were pursuing different academic programs at a large community college in Canada was recruited to participate in a hard copy, one-on-one survey in the winter semester of 2019. The Canadian government's strategy at both the federal and provincial/territorial levels of increasing international students' presence in Canada as a way of addressing the aging workforce and population challenge in Canada would be more successful with increased investments in these support areas.