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All Outputs (76)

Emerging-market consumers’ interactions with banking chatbots (2021)
Journal Article
Mogaji, E., Balakrishnan, J., Nwoba, A. C., & Nguyen, N. P. (2021). Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics, 65, 101711. https://doi.org/10.1016/j.tele.2021.101711

Chatbot development and adoption is a growing challenge in emerging markets, which are characterised by a young population structure, low-level internet penetration and a high degree of institutional adversity. The purpose of this study is to explore... Read More about Emerging-market consumers’ interactions with banking chatbots.

Financial services experience and consumption in Nigeria (2021)
Journal Article
Soetan, T. O., Mogaji, E., & Nguyen, N. P. (2021). Financial services experience and consumption in Nigeria. Journal of Services Marketing, 35(7), 947-961. https://doi.org/10.1108/jsm-07-2020-0280

Purpose To understand the financial services experience and consumption in Nigeria from the perspectives of both the customers and managers. This study aims to explore this under-researched area and contribute towards a transformative financial serv... Read More about Financial services experience and consumption in Nigeria.

Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot (2021)
Journal Article
Abdulquadri, A., Mogaji, E., Kieu, T. A., & Nguyen, N. P. (2021). Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy, 15(2), 258-281. https://doi.org/10.1108/jec-06-2020-0126

Purpose Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial i... Read More about Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot.

Financial well-being of sportswomen (2021)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2021). Financial well-being of sportswomen. International Journal of Sport Policy and Politics, 13(2), 299-319. https://doi.org/10.1080/19406940.2021.1903530

Despite efforts to increase female participation and representation in sport, there has been little scholarly focus on sportswomen’s financial wel–being. The purpose of this study is to address this gap in the literature and to contribute to broadeni... Read More about Financial well-being of sportswomen.

Marketing bank services to financially vulnerable customers: evidence from an emerging economy (2021)
Journal Article
Mogaji, E., Adeola, O., Ebo Hinson, R., Phong Nguyen, N., Nwoba, A. C., & Soetan, T. O. (2021). Marketing bank services to financially vulnerable customers: evidence from an emerging economy. International Journal of Bank Marketing, 39(3), 402-428. https://doi.org/10.1108/ijbm-07-2020-0379

Purpose This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach A multiple case study research strategy was used to analyse three commercial banks and two... Read More about Marketing bank services to financially vulnerable customers: evidence from an emerging economy.

Corporate social responsibility for women's empowerment: a study on Nigerian banks (2021)
Journal Article
Mogaji, E., Hinson, R. E., Nwoba, A. C., & Nguyen, N. P. (2021). Corporate social responsibility for women's empowerment: a study on Nigerian banks. International Journal of Bank Marketing, 39(4), 516-540. https://doi.org/10.1108/ijbm-04-2020-0195

Purpose Drawing on stakeholder theory, the purpose of this paper examines how Nigerian banks employ their corporate social responsibility (CSR) initiatives to empower women to participate in economic and commercial activities. Design/methodology/... Read More about Corporate social responsibility for women's empowerment: a study on Nigerian banks.

To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand (2020)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2022). To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly, 22(3), 379-397. https://doi.org/10.1080/16184742.2020.1791209

Research question: There are growing concerns about the commercial viability of sportswomen as they are seldom featured as brand ambassadors. There are challenges for sportswomen in building and making their brands appealing to advertisers and market... Read More about To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand.

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers (2020)
Journal Article
Czarnecka, B., & Mogaji, E. (2020). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing, 38(3), 756-776. https://doi.org/10.1108/ijbm-07-2019-0249

Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consu... Read More about How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers.

Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2019)
Journal Article
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., …Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, Article 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Qualitatively exploring the effect of change in the residential environment on travel behaviour (2019)
Journal Article
Farinloye, T., Mogaji, E., Aririguzoh, S., & Kieu, T. A. (2019). Qualitatively exploring the effect of change in the residential environment on travel behaviour. Travel Behaviour and Society, 17, 26-35. https://doi.org/10.1016/j.tbs.2019.06.001

Qualitative research with residents relocating from London was undertaken to develop an understanding of how and to what extent a change in the residential environment affected people’s travel behaviour and attitudes. Data was collected through semi-... Read More about Qualitatively exploring the effect of change in the residential environment on travel behaviour.

Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image (2018)
Journal Article
Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific Journal of Marketing and Logistics, 30(5), https://doi.org/10.1108/apjml-10-2017-0257

Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on b... Read More about Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image.

Offensive but not so offensive Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students (2018)
Journal Article
Mogaji, E. (2018). Offensive but not so offensive Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students. Advance, https://doi.org/10.31124/advance.7203266

Advertising that pushes the boundaries can sometimes be negatively received, some of these advertisements were reported to the regulator of advertising in the UK while Companies has had to apologise for their advertisements. The systemic diversity pr... Read More about Offensive but not so offensive Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students.