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All Outputs (180)

Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data (2017)
Book Chapter
Mogaji, E., & Farinloye, T. (2017). Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data. In Contemporary Issues in Social Media Marketing. (1). Taylor & Francis (Routledge). https://doi.org/10.4324/9781315563312-15

This chapter identifies that social media are changing the manner in which brands and consumers relate to one another. Customers are co-creating value and meaning with brands, generating data which can be qualitatively analysed to further enhance our... Read More about Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data.

Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data (2017)
Book
Mogaji, E., & Farinloye, T. (2017). Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data. Taylor & Francis (Routledge). https://doi.org/10.4324/9781315563312-15

This chapter identifies that social media are changing the manner in which brands and consumers relate to one another. Customers are co-creating value and meaning with brands, generating data which can be qualitatively analysed to further enhance our... Read More about Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data.

University Website Design in International Student Recruitment: Some Reflections (2016)
Book Chapter
Mogaji, E. (2016). University Website Design in International Student Recruitment: Some Reflections. In International Marketing of Higher Education (99-117). Palgrave Macmillan US. https://doi.org/10.1057/978-1-137-54291-5_5

This chapter proposes a new conceptual framework of university website design as a communication tool in marketing higher education to international students. It provides some perspectives as to why current web advertising may not be an effective mar... Read More about University Website Design in International Student Recruitment: Some Reflections.

Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data (2016)
Journal Article
Mogaji, E., Farinloye, T., & Aririguzoh, S. (2016). Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data. Cogent Business and Management, 3(1), 1223389. https://doi.org/10.1080/23311975.2016.1223389

Social media provides a huge amount of data and rich market insight, and has changed the way customers interact with brands. This interaction is of great concern for any organisation as it transfers the power to shape brand image from advertisers to... Read More about Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data.

Marketing strategies of United Kingdom universities during clearing and adjustment (2016)
Journal Article
Mogaji, E. (2016). Marketing strategies of United Kingdom universities during clearing and adjustment. International Journal of Educational Management, 30(4), https://doi.org/10.1108/ijem-11-2014-0147

Purpose
Clearing system in UK enable students without a University place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money, this... Read More about Marketing strategies of United Kingdom universities during clearing and adjustment.

This advert makes me cry: Disclosure of emotional response to advertisement on Facebook (2016)
Journal Article
Mogaji, E., & Wright, L. T. (2016). This advert makes me cry: Disclosure of emotional response to advertisement on Facebook. Cogent Business and Management, 3(1), https://doi.org/10.1080/23311975.2016.1177906

As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hun... Read More about This advert makes me cry: Disclosure of emotional response to advertisement on Facebook.

Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain (2015)
Journal Article
Mogaji, E. (2015). Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain. Marketing Intelligence and Planning, 33(6), 908-926. https://doi.org/10.1108/MIP-07-2014-0129

Purpose
Identifying the protected characteristics under the Equality Act of the UK, the purpose of this paper is to discover the extent to which the protected characteristics are featured in British newspaper advertisements, as evidence of diversity... Read More about Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain.

Marketing Communication Strategies of Off-Plan Homes
Journal Article
Anh Kieu, T., & Mogaji, E. Marketing Communication Strategies of Off-Plan Homes. Advance, https://doi.org/10.31124/advance.8172878

Buying a home is considered one of the most expensive purchases an individual can ever make and a lot of effort is required in making the right choice. This study aims to explore marketing communication of off-plan homes – these are homes under const... Read More about Marketing Communication Strategies of Off-Plan Homes.

Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements
Journal Article
Mogaji, E. Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements. Advance, https://doi.org/10.31124/advance.8174189

Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirica... Read More about Content Analysis of Female Athlete Endorsers in UK Sports Magazine Advertisements.

Dealing with Royal Commission into Australian Banks: Emerging Research Agenda and Managerial Implications.
Journal Article
Mogaji, E. Dealing with Royal Commission into Australian Banks: Emerging Research Agenda and Managerial Implications. Advance, https://doi.org/10.31124/advance.8174171

Australia was the only developed country to avoid a technical recession during the 2008 global financial crisis, but ten years later, Australian banks now must deal with allegations of misconduct which warrants establishing a royal commission into th... Read More about Dealing with Royal Commission into Australian Banks: Emerging Research Agenda and Managerial Implications..

The American Citizen who plays Tennis Analysis of the Highest-Paid Female Athletes over ten years period
Journal Article
Farinloye, T., & Mogaji, E. (2019). The American Citizen who plays Tennis Analysis of the Highest-Paid Female Athletes over ten years period. Advance, https://doi.org/10.31124/advance.7825109

Forbes Magazine compiles Highest-Paid Female Athletes in the world; the list contains ten female athletes with the highest earning which includes all prize money, salaries and bonuses earned. This present study analysed the content of these ranking o... Read More about The American Citizen who plays Tennis Analysis of the Highest-Paid Female Athletes over ten years period.