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All Outputs (145)

Fashion marketing in the metaverse (2023)
Journal Article
Mogaji, E., Dwivedi, Y. K., & Raman, R. (2023). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 1-16. https://doi.org/10.1080/20932685.2023.2249483

The metaverse is a shared virtual environment with significant implications for several aspects of businesses. This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in... Read More about Fashion marketing in the metaverse.

Women entrepreneurs in transport family business: a perspective article (2023)
Journal Article
Mogaji, E. (2023). Women entrepreneurs in transport family business: a perspective article. Journal of Family Business Management, https://doi.org/10.1108/JFBM-08-2023-0121

Purpose
This paper underscores the importance of conducting studies that examine the experiences of women transport entrepreneurs within the context of the intersectionality of patriarchal culture, the challenges posed by insufficient infrastructure... Read More about Women entrepreneurs in transport family business: a perspective article.

The dark side of FinTech in financial services: a qualitative enquiry into FinTech developers’ perspective (2023)
Journal Article
Sampat, B., Mogaji, E., & Phong Nguyen, N. (2024). The dark side of FinTech in financial services: a qualitative enquiry into FinTech developers’ perspective. International Journal of Bank Marketing, 42(1), 38-65. https://doi.org/10.1108/IJBM-07-2022-0328

Purpose
FinTech offers numerous prospects for significant enhancements and fundamental changes in financial services. However, along with the myriad of benefits, it also has the potential to induce risks to individuals, organisations and society. Th... Read More about The dark side of FinTech in financial services: a qualitative enquiry into FinTech developers’ perspective.

Tomeito or Tomahto: Exploring consumer's accent and their engagement with artificially intelligent interactive voice assistants (2023)
Journal Article
Sattarapu, P. K., Wadera, D., Nguyen, N. P., Kaur, J., Kaur, S., & Mogaji, E. (2023). Tomeito or Tomahto: Exploring consumer's accent and their engagement with artificially intelligent interactive voice assistants. Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2195

Artificially intelligent interactive voice assistants (AIIVAs) are developed to understand language, but there is limited insight into their ability to understand accents. While there have been substantial advancements in understanding multiple langu... Read More about Tomeito or Tomahto: Exploring consumer's accent and their engagement with artificially intelligent interactive voice assistants.

Immersive time (ImT): Conceptualizing time spent in the metaverse (2023)
Journal Article
Mogaji, E., Wirtz, J., Belk, R. W., & Dwivedi, Y. K. (2023). Immersive time (ImT): Conceptualizing time spent in the metaverse. International Journal of Information Management, 72, Article 102659. https://doi.org/10.1016/j.ijinfomgt.2023.102659

With growing investment into the metaverse or metaverses, the required hardware and software is becoming more powerful and cheaper, and tech firms’ expectations for this market are high. In parallel, consumer brands are claiming their digital real es... Read More about Immersive time (ImT): Conceptualizing time spent in the metaverse.

Conclusion: Towards Effective Public Sector Marketing Communications in Africa (2023)
Book Chapter
Adeola, O., Mogaji, E., Katuse, P., & Twum, K. K. (2023). Conclusion: Towards Effective Public Sector Marketing Communications in Africa. In Public Sector Marketing Communications, Volume II (267-284). (1). Springer International Publishing. https://doi.org/10.1007/978-3-031-17863-4_11

Despite Africa’s growth in industrialisation, increased competition in the private sector and progress towards a more market-driven economy, the role of the government in meeting public needs remains relevant. Given the rising citizen participation i... Read More about Conclusion: Towards Effective Public Sector Marketing Communications in Africa.

Relationship Marketing in Higher Education in Uncertain Times: A Multi-stakeholder Perspective: An Abstract (2023)
Conference Proceeding
Mogaji, E., Jain, V., Sharma, H., & Babbili, A. (2023). Relationship Marketing in Higher Education in Uncertain Times: A Multi-stakeholder Perspective: An Abstract. In Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs (311-312). https://doi.org/10.1007/978-3-031-24687-6_126

Relationships are the essence of higher education institutions which can contribute to their growth and expansion. With the vulnerabilities exposed in the uncertain times, it becomes compelling to re-evaluate the tenets of relationship marketing for... Read More about Relationship Marketing in Higher Education in Uncertain Times: A Multi-stakeholder Perspective: An Abstract.

“So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy (2023)
Journal Article
Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., …Wright, R. (2023). “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, Article 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642

Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation (2023)
Journal Article
Koohang, A., Nord, J. H., Ooi, K., Tan, G. W., Al-Emran, M., Aw, E. C., …Wong, L. (2023). Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation. Journal of Computer Information Systems, 63(3), 735-765. https://doi.org/10.1080/08874417.2023.2165197

The term metaverse is described as the next iteration of the Internet. Metaverse is a virtual platform that uses extended reality technologies, i.e. augmented reality, virtual reality, mixed reality, 3D graphics, and other emerging technologies to al... Read More about Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation.

Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives (2022)
Book Chapter
Brooksworth, F., Mogaji, E., & Bosah, G. (2022). Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives. In Fashion Marketing in Emerging Economies Volume II (3-16). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-07078-5_1

The volume argues that the growth of the fashion industry in emerging markets has created new ecosystems, socio-economic structures and niche markets that contribute to our understanding of under-researched demographics. This volume explores concepts... Read More about Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives.

South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda (2022)
Book Chapter
Brooksworth, F., Mogaji, E., & Bosah, G. (2023). South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda. In Fashion Marketing in Emerging Economies Volume II (271-285). Springer. https://doi.org/10.1007/978-3-031-07078-5_10

Emerging economies are an area of interest on account of the projected growth of these markets, and the resultant investment opportunities they present to both global and local businesses; as well as the research data they offer to the growing global... Read More about South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda.

B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands (2022)
Journal Article
Mogaji, E., Restuccia, M., Lee, Z., & Nguyen, N. P. (2023). B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands. Industrial Marketing Management, 108, 237-250. https://doi.org/10.1016/j.indmarman.2022.12.003

This research explored important questions concerning how top-performing African B2B service brands position their brands in this increasingly globalised, technology-driven and competitive digital ecosystem. In Study 1, we performed a content analysi... Read More about B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands.

Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives (2022)
Book
Brooksworth, F., Mogaji, E., & Bosah, G. (Eds.). (2022). Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives. Springer. https://doi.org/10.1007/978-3-031-07078-5

Explores the unique features of emerging economies and their implication on fashion marketing

Creates theoretical knowledge about fashion marketing in emerging markets

Examines the prospects of fashion brands and their marketing strategies in e... Read More about Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives.

Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications. In Fashion Marketing in Emerging Economies Volume I (109-133). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-07326-7_5

Looking at the fashion global value chain (GVC), there is not much vertical integration in the overall industry; most production processes are outsourced to large factories in developing countries. However, beyond just production, there leaves a gap... Read More about Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications.