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Outputs (51)

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.

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.

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.

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.

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.

#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.

#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.

Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic (2021)
Book Chapter
Nguyen, N. P., & Mogaji, E. (2021). Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic. In Gendered Perspectives on Covid-19 Recovery in Africa (213-236). Springer International Publishing. https://doi.org/10.1007/978-3-030-88152-8_12

Prior to the Covid-19 pandemic, a gender divide and inequality already existed within the world’s economies; the global pandemic exacerbated this further. Many developing countries have been impacted enormously by the pandemic. Also, a sizeable porti... Read More about Financial Inclusion for Women in the Informal Economy: An SDG Agenda Post Pandemic.

Academic Staff Using University Website Profile Page for Academic Digital Branding (2021)
Book Chapter
Mogaji, E. (2021). Academic Staff Using University Website Profile Page for Academic Digital Branding. In Improving University Reputation Through Academic Digital Branding (30-46). IGI Global. https://doi.org/10.4018/978-1-7998-4930-8.ch003

The growing interest in the internet and other digital technologies transforming the practice of education has led to the emergence of novel uses of new media for engaging with stakeholders. This study explored the web profile academic staff in Niger... Read More about Academic Staff Using University Website Profile Page for Academic Digital Branding.

Disclaimers in Real Estate Print Advertisements (2021)
Book Chapter
Mogaji, E. (2021). Disclaimers in Real Estate Print Advertisements. In Advances in Advertising Research (Vol. XI) (91-103). Springer. https://doi.org/10.1007/978-3-658-32201-4_7

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. Making an informed choice is, therefore, considered vitally important. While acknowledging the complex and multi-faceted due d... Read More about Disclaimers in Real Estate Print Advertisements.

Introduction to Brand Management (2021)
Book Chapter
Mogaji, E. (2021). Introduction to Brand Management. In Brand Management (1-20). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_1

Brand management is multifaceted, complicated and complex, but it is important to start with the basics. Brands exist in the subconscious of everyone who uses or experiences them: employees, investors, the media and, perhaps most importantly, users.... Read More about Introduction to Brand Management.

Brand Equity (2021)
Book Chapter
Mogaji, E. (2021). Brand Equity. In Brand Management (159-180). Springer International Publishing. https://doi.org/10.1007/978-3-030-66119-9_8

Brands need to be built and managed to ensure their long-term sustainability. There are ongoing activities to innovate, build trust in the brand, integrate identities and effectively communicate with stakeholders. This built-up brand becomes valuable... Read More about Brand Equity.

Brand Identity (2021)
Book Chapter
Mogaji, E. (2021). Brand Identity. In Brand Management (85-122). Springer. https://doi.org/10.1007/978-3-030-66119-9_5

Brand identity is one of the most exciting components of brand management, and it presents physical elements that consumers can recognise as they engage with a brand. This component moves beyond the brand philosophy, values and positioning, which can... Read More about Brand Identity.

Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter (2021)
Book Chapter
Mogaji, E., Watat, J. K., Olaleye, S. A., & Ukpabi, D. (2021). Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter. In Strategic Corporate Communication in the Digital Age (89-114). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211006

Like many other organizations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. This chapter focuses on strategic communication and stakeholder engagement by UK universities on Twit... Read More about Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter.

Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective (2021)
Book Chapter
Mogaji, E., Adekunle, I. A., & Nguyen, N. P. (2021). Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective. In The Future of Service Post-COVID-19 Pandemic, Volume 1 (177-199). (1). Springer. https://doi.org/10.1007/978-981-33-4126-5_9

The impact of COVID-19 on human activities has been immense, and the consequences are still unfolding. The arrival of COVID-19 has changed the provision and delivery of transportation services. This chapter specifically focuses on the anticipated pos... Read More about Enhancing Transportation Service Experience in Developing Countries: A Post Pandemic Perspective.

The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability (2020)
Book Chapter
Adewale Olaleye, S., Mogaji, E., Kuika Watat, J., & Ukpabi, D. (2020). The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability. In The Changing Role of SMEs in Global Business (133-153). Springer. https://doi.org/10.1007/978-3-030-45835-5_7

Social entrepreneurship is one of the catalysts of poverty reduction and sustainable development, but its impact in developing countries is not rapid in comparison to traditional entrepreneurship. The idea is to explain the phenomenon from an entrepr... Read More about The Influence of Social Vision, Social Networks, and Financial Return on Social SME Sustainability.

Factors Influencing Postgraduate Students’ University Choice in Nigeria (2020)
Book Chapter
Adefulu, A., Farinloye, T., & Mogaji, E. (2020). Factors Influencing Postgraduate Students’ University Choice in Nigeria. In Higher Education Marketing in Africa (187-225). Springer. https://doi.org/10.1007/978-3-030-39379-3_8

An understanding of postgraduate students’ choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focu... Read More about Factors Influencing Postgraduate Students’ University Choice in Nigeria.

Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy (2020)
Book Chapter
Mogaji, E., Maringe, F., & Hinson, R. (2020). Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy. In Higher Education Marketing in Africa. Springer. https://doi.org/10.1007/978-3-030-39379-3_15

Understanding how student decides which University is important, more like understanding the consumer behaviour in order to develop the strategic marketing communications to engage with the students. In the competitive higher education market, develo... Read More about Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy.

Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process (2020)
Book Chapter
Ebo Hinson, R., & Mogaji, E. (2020). Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process. In Higher Education Marketing in Africa (17-46). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-39379-3_2

African Universities are making an effort to offer values and enhance the human resources and development of the continent. Also, there are growing demands for higher education places on the continent. This paper offers a theoretical insight into the... Read More about Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process.

Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection (2020)
Book Chapter
Mogaji, E., Maringe, F., & Ebo Hinson, R. (2020). Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection. In Higher Education Marketing in Africa (3-13). Springer. https://doi.org/10.1007/978-3-030-39379-3_1

Understanding this student choice is essential for the marketing strategies of the universities. This process has been extensively researched in literature. This plethora of knowledge, however, has focused on developed countries, leaving a gap in our... Read More about Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection.

Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities (2020)
Book Chapter
Mogaji, E., Anyogu, A., & Wayne, T. (2020). Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities. . Springer. https://doi.org/10.1007/978-3-030-39379-3_11

Given Universities’ websites have been considered a vital source of information for prospective students, this study explores the quality and quantity of information about undergraduate programs available in African Universities. The study adopts the... Read More about Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities.

Using AI to Personalise Emotionally Appealing Advertisement (2019)
Book Chapter
Mogaji, E., Olaleye, S., & Ukpabi, D. (2020). Using AI to Personalise Emotionally Appealing Advertisement. In Digital and Social Media Marketing (137-150). Springer International Publishing. https://doi.org/10.1007/978-3-030-24374-6_10

Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligen... Read More about Using AI to Personalise Emotionally Appealing Advertisement.

Student Engagement with LinkedIn to Enhance Employability (2019)
Book Chapter
Mogaji, E. (2019). Student Engagement with LinkedIn to Enhance Employability. . Springer. https://doi.org/10.1007/978-3-030-26342-3_21

Social networking sites are an increasingly important tool for career development: LinkedIn particularly, is a site for business professionals, focusing on business connections and industry contacts for employers and professionals. Often however stud... Read More about Student Engagement with LinkedIn to Enhance Employability.

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention (2018)
Book Chapter
Ukpabi, D., Karjaluoto, H., Olaleye, S., & Mogaji, E. (2019). Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention. In Information and Communication Technologies in Tourism 2019 (450-460). Springer. https://doi.org/10.1007/978-3-030-05940-8_35

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respon... Read More about Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention.

Insights into Online Reviews of Hotel Service Attributes: A Cross-National Study of Selected Countries in Africa (2017)
Book Chapter
Ukpabi, D., Olaleye, S., Mogaji, E., & Karjaluoto, H. (2018). Insights into Online Reviews of Hotel Service Attributes: A Cross-National Study of Selected Countries in Africa. In Information and Communication Technologies in Tourism 2018 (243-256). Springer International Publishing. https://doi.org/10.1007/978-3-319-72923-7_19

Online travel reviews are paramount to trip planning because they help consumers’ form images of destinations. Despite ample studies on hotel service attributes, knowledge is scarce regarding culturally nuanced attributes, including security percepti... Read More about Insights into Online Reviews of Hotel Service Attributes: A Cross-National Study of Selected Countries in Africa.

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.

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.