Dr Emmanuel Mogaji

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.

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.

Fashion Marketing in Emerging Economies: An Introduction (2022)
Book Chapter
Brooksworth, F., Mogaji, E., & Bosah, G. (2022). Fashion Marketing in Emerging Economies: An Introduction. In Fashion Marketing in Emerging Economies Volume I (3-20). Springer International Publishing. https://doi.org/10.1007/978-3-031-07326-7_1

The fashion industry is increasing in emerging markets. Marketing strategies, tools and technologies have also evolved. There is a growing demand for additional research, information, recommendations, insight from practitioners, entrepreneurs, studen... Read More about Fashion Marketing in Emerging Economies: An Introduction.

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.

Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda (2022)
Book Chapter
Brooksworth, F., Mogaji, E., & Bosah, G. (2022). Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda. In Fashion Marketing in Emerging Economies Volume (267-278). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-07326-7_10

The chapters suggest a few conclusions, but overall, they present an understanding of the incredible transformations taking place in markets within emerging economies and the importance of the top marketing strategies considered to aid the fast rise.... Read More about Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda.

Marketing Communications Strategies for Public Transport Organisations (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Marketing Communications Strategies for Public Transport Organisations. In Public Sector Marketing Communications Volume I (41-68). Springer International Publishing. https://doi.org/10.1007/978-3-031-07293-2_3

Public transit plays a crucial role in society; many people rely on these services to access economic, social, and other activities. In most cases, these public transportation services are run by the government for the public, but there is a growing... Read More about Marketing Communications Strategies for Public Transport Organisations.

Positioning Public University’s Brand Through Marketing Communications: Practical Recommendations and Implications (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Positioning Public University’s Brand Through Marketing Communications: Practical Recommendations and Implications. . Springer. https://doi.org/10.1007/978-3-031-07293-2_4

This chapter recognises the need for public universities to enhance their brand reputation and reposition their brands to appeal to diverse audiences. Even though the market dynamics suggest that they have many students willing to fill their limited... Read More about Positioning Public University’s Brand Through Marketing Communications: Practical Recommendations and Implications.

Redefining Banking Service Delivery: Information Technology Adoption by UK Banks Amid the COVID-19 Pandemic (2022)
Book Chapter
Nguyen, N. P., Nguyen, N., & Mogaji, E. (2022). Redefining Banking Service Delivery: Information Technology Adoption by UK Banks Amid the COVID-19 Pandemic. In E. Mogaji (Ed.), Management and Information Technology in the Digital Era (95-110). Emerald Publishing Limited. https://doi.org/10.1108/s1877-636120220000029007

On the one hand, there are traditional banks with high street branches; on the other hand, there are neobanks that do not operate physical branches. The ongoing lockdown has placed restrictions on the movement of people. This study aims to extend kno... Read More about Redefining Banking Service Delivery: Information Technology Adoption by UK Banks Amid the COVID-19 Pandemic.

Management and Information Technology in the Digital Era: Introduction to Edited Collection on Challenges and Perspectives (2022)
Book Chapter
Chemma, N., El Amine Abdelli, M., Awasthi, A., & Mogaji, E. (2022). Management and Information Technology in the Digital Era: Introduction to Edited Collection on Challenges and Perspectives. In Management and Information Technology in the Digital Era (1-6). Emerald. https://doi.org/10.1108/s1877-636120220000029001

Management of information technology (IT) will continue to be an essential endeavour for organisations as we experience the increasing advancement of technology across different spectres of life. Managers will need to understand how technology is cha... Read More about Management and Information Technology in the Digital Era: Introduction to Edited Collection on Challenges and Perspectives.

Information Technology for Enhancing Transportation in Developing Countries (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Information Technology for Enhancing Transportation in Developing Countries. In Management and Information Technology in the Digital Era (81-94). Emerald Publishing Limited. https://doi.org/10.1108/s1877-636120220000029006

Management and Information Technology in the Digital Era: Conclusion and Research Agenda (2022)
Book Chapter
Chemma, N., El Amine Abdelli, M., Awasthi, A., & Mogaji, E. (2022). Management and Information Technology in the Digital Era: Conclusion and Research Agenda. . Emerald Publishing Limited. https://doi.org/10.1108/s1877-636120220000029014

#BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy (2022)
Book Chapter
Nguyen, N., & Mogaji, E. (2022). #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy. In Marketing Communications and Brand Development in Emerging Markets Volume II Insights for a Changing World (83-108). Springer. https://doi.org/10.1007/978-3-030-95581-6_4

This study analysed banks’ advertisements, conducted exploratory qualitative research among customers and bank managers to understand how advertising can be used to change banking behaviour (to use online banking) and promote socially desirable actio... Read More about #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy.

Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam. In Marketing Communications and Brand Development in Emerging Markets Volume II (233-255). Springer. https://doi.org/10.1007/978-3-030-95581-6_10

There is increasing emphasis from brands to recognise the social and environmental impact of their business practice. This corporate governance trend has led to the emergence of Certified B Corporations, which are companies certified based on their v... Read More about Brand Development Through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam.

AI Adoption in Universities in Emerging Economies: Prospects, Challenges and Recommendations (2022)
Book Chapter
Sharma, H., Soetan, T., Farinloye, T., Mogaji, E., & De Freitas Noite, M. (2022). AI Adoption in Universities in Emerging Economies: Prospects, Challenges and Recommendations. In Re-imagining Educational Futures in Developing Countries (159-174). (1). Springer. https://doi.org/10.1007/978-3-030-88234-1_9

Artificial intelligence in education (AIED) is acknowledged as one of the most prominent developments in the field of higher education. AI adoption and application for educational purposes are constantly on the rise. AI has specifically caught the at... Read More about AI Adoption in Universities in Emerging Economies: Prospects, Challenges and Recommendations.

Reimagining Educational Futures in Developing Countries: An Introduction (2022)
Book Chapter
Mogaji, E., Jain, V., Maringe, F., & Ebo Hinson, R. (2022). Reimagining Educational Futures in Developing Countries: An Introduction. . Springer. https://doi.org/10.1007/978-3-030-88234-1_1

Prior to COVID-19, a digital divide and inequality already existed within higher education (HE) in developing countries; however, the global pandemic has exacerbated this further. Although universities in developing countries are doing their best to... Read More about Reimagining Educational Futures in Developing Countries: An Introduction.

Reimagining the Place of Physical Buildings in Higher Education in Developing Countries in a Post-COVID-19 Era (2022)
Book Chapter
Oginni, Y., Mogaji, E., & Nguyen, N. P. (2022). Reimagining the Place of Physical Buildings in Higher Education in Developing Countries in a Post-COVID-19 Era. In Re-imagining Educational Futures in Developing Countries (283-305). Springer. https://doi.org/10.1007/978-3-030-88234-1_15

Universities often invest resources in developing learning spaces for their students. Before the outbreak of COVID-19, most activities in higher education institutions relied on physical infrastructure, including classrooms and lecture theatres. Howe... Read More about Reimagining the Place of Physical Buildings in Higher Education in Developing Countries in a Post-COVID-19 Era.

Universities’ Endowments in Developing Countries: The Perspectives, Stakeholders and Practical Implications (2022)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2022). Universities’ Endowments in Developing Countries: The Perspectives, Stakeholders and Practical Implications. . Springer. https://doi.org/10.1007/978-3-030-88234-1_14

The pandemic has exposed the need for new sources of funding in higher education. In many developing countries, the re-appropriation of funds due to the pandemic suggests that there will be fewer financial resources available for governments to suppo... Read More about Universities’ Endowments in Developing Countries: The Perspectives, Stakeholders and Practical Implications.

Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction (2022)
Book Chapter
Mogaji, E., Adeola, O., Adisa, I., Hinson, R. E., Mukonza, C., & Kirgiz, A. C. (2022). Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction. In Green Marketing in Emerging Economies (1-16). Springer. https://doi.org/10.1007/978-3-030-82572-0_1

Green marketing functions encompass branding, packaging, and communication of the benefits of green products to attract and retain green consumers. It is also aimed at achieving sustainability goals. With the growing consumer market and awareness of... Read More about Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction.

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