Author:
Apostolidis Chrysostomos,Brown Jane,Farquhar Jillian
Abstract
Purpose
This study aims to explore 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 (PDL) industry to create a qualitative, text-based data set. 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 that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed.
Research limitations/implications
This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors.
Practical implications
This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors.
Originality/value
This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL 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.
Reference131 articles.
1. The complexity of context: a service ecosystems approach for international marketing;Journal of International Marketing,2013
2. Aldermore (2019), “Growing disparity in savings habits between UK regions”, available at: www.aldermore.co.uk/about-us/newsroom/2019/12/growing-disparity-in-savings-habits-between-uk-regions/ (accessed 12 July 2021).
3. Gender matters: the perceived role of gender expression in discrimination against cisgender and transgender LGBQ individuals;Psychology of Women Quarterly,2020
4. Sharing is caring? Conflict and value codestruction in the case of sharing economy accommodation;Journal of Hospitality and Tourism Research,2021
5. Sustainable value co-creation at the bottom of the pyramid: using mobile applications to reduce food waste and improve food security;Journal of Marketing Management,2021
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献