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Outputs (4)

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.

Emotional appeals in UK business-to-business financial services advertisements (2018)
Journal Article
Mogaji, E., Czarnecka, B., & Danbury, A. (2018). Emotional appeals in UK business-to-business financial services advertisements. International Journal of Bank Marketing, 36(1), 208-227. https://doi.org/10.1108/ijbm-09-2016-0127

Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 pr... Read More about Emotional appeals in UK business-to-business financial services advertisements.