Although financial technology (FinTech) has a growing influence, its impact on customers' banking is less understood. Firstly, this study systematically evaluates literature on the evolution and the impact of FinTech. Secondly, using qualitative data from some uses of FinTech, the study examined factors that influence FinTech adoption, opportunities and challenges Qualitative methodology is used to collect data through interviews of customers and professionals in industries and thematic analysis is used to evaluate the data. Consistent with the research objective, the study shows that FinTech boosts financial opportunity and has positive on customer services in the UK. Nevertheless, these advantages accompany issues such as compliance with regulations, threats to cybersecurity, customer scepticism, and the problem of implementing advanced technologies into organisations’ systems.

With the continuous changes in the consumer preferences and current business environment, product innovation has become one of the key factors for companies in grabbing customer attention towards the brand. The current research examines the role of product innovation on consumer product acceptance as well as global brand image in the context of the smartphone industry. However, the study has been conducted with a specific focus on the Indian smartphone market. The objective of this research includes the role of product innovation in the Indian smartphone industry for maintaining high brand image. Further, the challenges and barriers have been identified in the research. The relations of product innovation with customer product acceptance and global brand image have also been explored in this research. Lastly, the study has offered recommendations to address the issue.

This study investigates the relationship between corporate sustainability (ESG) practices and financial performance, focusing on companies listed on the Nigerian Exchange Group (NGX) from 2013 to 2023. The research evaluates how environmental, social, and governance (ESG) components influence Return on Equity (ROE), while accounting for control variables such as company size, financial leverage, and GDP. Using secondary data from 396 firm year observations, the study employs regression and correlation analysis to test the hypotheses. The results reveal that ESG practices positively impact financial performance, with governance being the strongest driver, followed by environmental factors. However, social practices show a negligible and statistically insignificant relationship with ROE. Additionally, while financial leverage negatively affects ROE, company size and GDP have minimal influence. The findings align with stakeholder and agency theories, emphasizing that strong ESG practices enhance shareholder value and long-term business performance.

This study aims to evaluate the effectiveness of Amazon email marketing in the form of promotional and personalised emails and the company's Prime membership, mainly its convenient delivery services and exclusive promotional offers and evaluate its impact on customers' purchase intentions. The study uses a quantitative research method, where data allowed the author to test the research hypothesis based on 111 Amazon Prime members. Empirical data from the collected questionnaires and the correlation and regression analysis indicate a significant positive effect between the company's promotional and personalised email and customer purchases on the Amazon platform.

The research investigated how storytelling across cultures can be effective in marketing campaigns within the fintech industry in Nigeria. The study sampled participants which included 89 customers and 31 employees from fintech companies. Data was gathered through surveys and then statistically analysed using methods such as descriptive statistics, correlation, regression and tests. The results showed that cross-cultural storytelling was received positively by both customers and employees. Customers enjoyed seeing diverse representation of local cultures in cross-cultural campaigns and being immersed in engaging stories. However, there was a disparity between how the two groups perceived the effectiveness of the storytelling. This calls for better alignment between internal and external perception of effectiveness. The study further found a mixed reaction in terms of impact of cross-cultural storytelling approaches adopted on consumer engagement.