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  <front>
    <journal-meta>
      <journal-id journal-id-type="publisher">BJCR</journal-id>
      <journal-title-group>
        <journal-title xml:lang="en">British Journal of Contemporary Research</journal-title>
        <abbrev-journal-title xml:lang="en">BJCR</abbrev-journal-title>
      </journal-title-group>
      <issn>2979-8582</issn>
      <publisher>
        <publisher-name>Bexford Publishing Ltd</publisher-name>
        <publisher-loc><uri>https://bexfordpublishing.co.uk</uri></publisher-loc>
      </publisher>
    </journal-meta>
    <article-meta>
      <article-id pub-id-type="publisher-id">BEX_SEP_26_145</article-id>
      <article-id pub-id-type="doi">10.67693/BJCR-C9DCBMAK</article-id>
      <article-categories>
        <subj-group xml:lang="en" subj-group-type="heading">
          <subject>Original Research Article</subject>
        </subj-group>
      </article-categories>
      <title-group>
        <article-title xml:lang="en">Social Commerce as a Pathway to Financial Inclusion: A Policy Analysis of WhatsApp-Based Retail in Nigeria Amidst Rising Platform Costs</article-title>
      </title-group>
      <contrib-group content-type="author">
      <contrib corresp="yes">
        <name-alternatives>
          <name name-style="western" specific-use="primary">
            <given-names>Ugwu John-Jerry T</given-names>
          </name>
        </name-alternatives>
        <email>jerrymemy@gmail.com</email>
        <bio xml:lang="en"><p>International Business Management, Wrexham University, UK</p></bio>
      </contrib>
      <contrib>
        <name-alternatives>
          <name name-style="western" specific-use="primary">
            <given-names>Nwuko C. Solomon</given-names>
          </name>
        </name-alternatives>
        <email>solomonnwuko@gmail.com</email>
        <bio xml:lang="en"><p>Post Graduate Student, International Business Management, Wrexham University, UK</p></bio>
      </contrib>
      <contrib>
        <name-alternatives>
          <name name-style="western" specific-use="primary">
            <given-names>Njokede N. Joseph</given-names>
          </name>
        </name-alternatives>
        <email>njokedejoseph94@gmail.com</email>
        <bio xml:lang="en"><p>Post Graduate Student, International Business Management, Wrexham University, UK</p></bio>
      </contrib>
      <contrib>
        <name-alternatives>
          <name name-style="western" specific-use="primary">
            <given-names>Ugwu, C. Chidimma</given-names>
          </name>
        </name-alternatives>
        <email>ugwuchidimma990@gmail.com</email>
        <bio xml:lang="en"><p>Department of Pharmacy, University of Nigeria, Nsukka.</p></bio>
      </contrib>
      <contrib>
        <name-alternatives>
          <name name-style="western" specific-use="primary">
            <given-names>Osefo, C. Marycynthia</given-names>
          </name>
        </name-alternatives>
        <email>Marycynthiaosefo@gmail.com</email>
        <bio xml:lang="en"><p>Department of Pharmacy, University of Nigeria, Nsukka.</p></bio>
      </contrib>
      </contrib-group>
      <pub-date date-type="pub" publication-format="epub">
        <day>10</day>
        <month>10</month>
        <year>2026</year>
      </pub-date>
      <volume>1</volume>
      <issue>5</issue>
      
      
      <pub-history>
        <event event-type="received">
          <event-desc>Received: <date date-type="received">
            <day>17</day>
            <month>09</month>
            <year>2026</year>
          </date></event-desc>
        </event>
        
        <event event-type="accepted">
          <event-desc>Accepted: <date date-type="accepted">
            <day>22</day>
            <month>09</month>
            <year>2026</year>
          </date></event-desc>
        </event>
      </pub-history>
      <permissions>
        <copyright-statement>Copyright (c) 2026 Ugwu John-Jerry T</copyright-statement>
        <copyright-year>2026</copyright-year>
        <license xlink:href="https://creativecommons.org/licenses/by/4.0">
          <license-p>This work is licensed under a Creative Commons Attribution 4.0 International License.</license-p>
        </license>
      </permissions>
      <abstract><p>This study examines whether WhatsApp-based retail serves as a viable pathway to financial inclusion for Nigeria&#039;s micro-entrepreneurs, following Meta&#039;s introduction of per-message charges in October 2026. Drawing on social commerce theory, financial inclusion literature, and platform economics, this synthesizing policy analysis reviews evidence from academic research, government data, and industry reports. The analysis reveals a paradox: while financial inclusion has reached 74% of adults, only 15% access formal credit. Meanwhile, over 14 million Nigerian SMEs use Meta&#039;s platforms, with WhatsApp as primary retail infrastructure. Platform costs, ₦14 per utility message and ₦84 per marketing message, threaten affordability. Based on secondary data, this study develops an analytical framework examining how digital financial footprints could facilitate credit access, identify critical evidence gaps, and provide policy recommendations. The analysis concludes that while potential exists, the pathway remains largely theoretical and requires empirical validation.</p></abstract>
    </article-meta>
  </front>
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