Behavioral Insights
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Advertising Students' Attitudes Towards AI and Their Future in The Nigerian Advertising Industry 35-51
Uka Uka Nwagbara*, Chioma Martha Obidozie, Daramfon Ime Okon, Precious Ihunanya Ukeje
Artificial intelligence (AI) is transforming the global advertising industry, altering creative processes, job roles, and workforce structures. While AI-driven tools such as ChatGPT and DALL-E enhance efficiency and campaign personalisation, concerns about job displacement and the ethical...
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Multilevel Correlates of Youth Delinquent Behaviors: An Exploratory Analysis of Socioeconomic Context, Psychological Traits, and Task-Based Neural Activation in the ABCD Study 48-70
Shervin Assari*, Alexandra Donovan
Background:Delinquent behaviors during early adolescence reflect complex interactions between individual traits, family context, neighborhood conditions, and neurobiological responses to emotional stimuli. Despite extensive research on each domain, few studies...
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How Small Businesses in Nigeria Use Generative AI to Compete in Marketing Content 1-16
Uka Nwagbara, Chioma Martha Obidozie, Daramfon Ime Okon, Precious Ihunanya Ukeje
Generative AI is changing marketing in Nigeria, but adoption by small firms is uneven and shaped by cost, skills, and trust. Thus, this study set out to explain how micro and small businesses plan, produce, and manage AI-assisted marketing content, what motivates or hinders them, and how this...
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Societal Transitions and Environmental Consciousness through Sustainable Textile Systems: Implications for Social Equity, Ecological Stability, Challenges, and Opportunities 17-39
Alhayat G. Temesgen*, Jörg Kaufmann, Holger Cebulla
Textile market clusters represent critical nodes where production, trade, and consumption intersect, yet their potential as sites of socio-technical transformation remains underexplored. This study examines how sustainable practices embedded within specific textile market centers in Ethiopia:...
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Trust and Emotional Authenticity in AI-Mediated Mental Health Support in Nigeria 31-47
Uka Uka Nwagbara*, Williams Uduakubong Dennis
The exponential growth of artificial intelligence (AI) offers new opportunities for mental health support, particularly in resource-limited settings like Nigeria, where less than 10% of the population accesses adequate care. This study investigates how Nigerians informally use general-purpose...
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Understanding Nigerian Students’ Reactions to AI-Driven Health Advertising on Social Media 1-19
Ekomobong Eno Sunday*, Uka Uka Nwagbara
This qualitative study examined how Nigerian university students make sense of AI-generated health advertising on Instagram and TikTok. Using purposive sampling, twelve students took part in online semi-structured interviews. Thematic analysis showed three consistent patterns. First, most...
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Unequal Neighborhood Economic Conditions and Safety for Black and White Families with Comparable Family Socioeconomic Position 65-77
Hossein Zare, Shervin Assari*
Background: Family socioeconomic position (SEP) is often linked to neighborhood conditions, with higher SEP generally associated with more advantaged structural characteristics such as higher neighborhood income and lower poverty. Whether these associations extend similarly to...