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Lookup NU author(s): Dr Jane BrownORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
AbstractPurpose: This study explores stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user, within a service ecosystem.Design/methodology/approach: In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan industry to create a qualitative, text-based dataset. The transcripts and reports were then analysed following thematic protocols.Findings: Analysis reveals that the stigma associated with using a stigmatised service spills over affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions which spilled over between the actors within the stigmatised service ecosystem which can be: damaging, enabling or concealed. Originality: The study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a payday loan may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.Practical/Social implications: The study provides evidence for more robust policies in addressing stigma in different stigmatised service ecosystems by mapping the effects of stigma spillover and its effects on the borrower and other actors.
Author(s): Apostolidis C, Brown J, Farquhar JD
Publication type: Article
Publication status: Published
Journal: European Journal of Marketing
Year: 2023
Volume: 57
Issue: 10
Online publication date: 30/08/2023
Acceptance date: 14/08/2023
Date deposited: 07/09/2023
ISSN (print): 0309-0566
ISSN (electronic): 1758-7123
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/EJM-04-2022-0268
DOI: 10.1108/EJM-04-2022-0268
ePrints DOI: 10.57711/bn0v-0k11
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