International records / OpenAlex research

Religion and Marketing Practices in Nigeria - The Socio-Theological Issues

This conceptual paper examines how religious beliefs shape marketing practices and consumer behaviour in Nigeria, a highly religious and religiously-plural society. Drawing on consumer behaviour theory, consumer culture theory, social identity theory, and ethical decision-making models, the paper synthesizes relevant extant literature to explain how religion influences marketing practices, consumption norms, brand relationships, and ethical expectations in the Nigerian marketing environment. The analysis highlights the strategic opportunities and ethical risks associated with religiously infor…