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Outputs (76)

Business environment and adoption of AI: Navigation for internationalization by new ventures in emerging markets (2024)
Journal Article
Moharrak, M., Nguyen, N. P., & Mogaji, E. (2024). Business environment and adoption of AI: Navigation for internationalization by new ventures in emerging markets. Thunderbird International Business Review, https://doi.org/10.1002/tie.22384

This study explores the intersection of international business and artificial intelligence (AI), focusing on how new ventures navigate environmental challenges for international expansion within Africa's transportation sector. Despite a wealth of lit... Read More about Business environment and adoption of AI: Navigation for internationalization by new ventures in emerging markets.

How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy (2024)
Journal Article
Mogaji, E., & Jain, V. (2024). How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy. Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2345

This article sheds light on the profound impact of technology on consumer behavior, specifically focusing on the rise of generative AI tools. It highlights how these advancements have revolutionized consumer engagement, purchase decision‐making, and... Read More about How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy.

Blended learning and augmented employability: a multi-stakeholder perspective of the micro-credentialing ecosystem in higher education (2024)
Journal Article
Sharma, H., Jain, V., Mogaji, E., & Babbilid, A. S. (2024). Blended learning and augmented employability: a multi-stakeholder perspective of the micro-credentialing ecosystem in higher education. International Journal of Educational Management, https://doi.org/10.1108/IJEM-12-2022-0497

Purpose Proponents of micro-credentials envision them as vehicles for upskilling or re-skilling individuals. The study examines how integrating micro-credentials in the higher education ecosystem enhances employability. It aims to offer insights fro... Read More about Blended learning and augmented employability: a multi-stakeholder perspective of the micro-credentialing ecosystem in higher education.

Evaluating the emergence of contactless digital payment technology for transportation (2024)
Journal Article
Mogaji, E., & Phong Nguyen, N. (2024). Evaluating the emergence of contactless digital payment technology for transportation. Technological Forecasting and Social Change, 203, Article 123378. https://doi.org/10.1016/j.techfore.2024.123378

This study explores the adoption of contactless digital payment technology (Cowry card) for transportation in Nigeria, a developing country with inherent challenges in digitalisation. The research addresses the engagement of Nigerian consumers with t... Read More about Evaluating the emergence of contactless digital payment technology for transportation.

Driving the electric vehicle agenda in Nigeria: The challenges, prospects and opportunities (2024)
Journal Article
Farinloye, T., Oluwatobi, O., Ugboma, O., Funmilayo Dickson, O., Uzondu, C., & Mogaji, E. (2024). Driving the electric vehicle agenda in Nigeria: The challenges, prospects and opportunities. Transportation Research Part D: Transport and Environment, 130, Article 104182. https://doi.org/10.1016/j.trd.2024.104182

In Nigeria, a developing country and prominent oil producer, the transition towards electric vehicle adoption is unfolding amidst unique challenges. This study addresses crucial research gaps concerning Electric vehicle adoption in developing nations... Read More about Driving the electric vehicle agenda in Nigeria: The challenges, prospects and opportunities.

Viewpoint: the evolving landscape of peer review (2024)
Journal Article
Mogaji, E. (in press). Viewpoint: the evolving landscape of peer review. Journal of Services Marketing, https://doi.org/10.1108/jsm-09-2023-0325

Purpose The purpose of this viewpoint is to spotlight the role of reviewers within the collaborative triad of academic publishing. It argues that the significance of reviewers is often disregarded, leading to a gap in our understanding of the peer r... Read More about Viewpoint: the evolving landscape of peer review.

Is it the end of the technology acceptance model in the era of generative artificial intelligence? (2024)
Journal Article
Mogaji, E., Viglia, G., Srivastava, P., & Dwivedi, Y. K. (2024). Is it the end of the technology acceptance model in the era of generative artificial intelligence?. International Journal of Contemporary Hospitality Management, https://doi.org/10.1108/ijchm-08-2023-1271

Purpose The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance is questioned because of evolving consumer behavior, demographics and technology. Contrary to a research pape... Read More about Is it the end of the technology acceptance model in the era of generative artificial intelligence?.

Empowering women agriculture entrepreneurs: banks' role in achieving sustainable development goals (2024)
Journal Article
Adefare, T., Adeola, O., Mogaji, E., Phong Nguyen, N., & Alaba Mogaji, S. (2024). Empowering women agriculture entrepreneurs: banks' role in achieving sustainable development goals. International Journal of Bank Marketing, https://doi.org/10.1108/IJBM-03-2023-0128

Purpose This research aims to explore the role of banks in supporting women agriculture entrepreneurs (WAEs) to contribute towards achieving the Sustainable Development Goals (SDGs). It focusses on the experiences of women entrepreneurs in the agric... Read More about Empowering women agriculture entrepreneurs: banks' role in achieving sustainable development goals.

High street banking on the app: branding strategies of traditionally-driven neobanks (2024)
Journal Article
Mogaji, E., & Phong Nguyen, N. (2024). High street banking on the app: branding strategies of traditionally-driven neobanks. International Journal of Bank Marketing, https://doi.org/10.1108/IJBM-12-2022-0529

Purpose Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extensi... Read More about High street banking on the app: branding strategies of traditionally-driven neobanks.

Restorative Power of Empathetic Communication for Participatory Governance and Community Well-Being (2023)
Journal Article
Sharma, H., Jain, V., Mogaji, E., & Babbili, A. (2023). Restorative Power of Empathetic Communication for Participatory Governance and Community Well-Being. International Journal of Communication, 17, 7115–7138

Our study unravels the interrelationship between empathetic communication, participatory governance, and community well-being during crises such as the pandemic. Existing research has solemnized the role of empathy in communication during an organiza... Read More about Restorative Power of Empathetic Communication for Participatory Governance and Community Well-Being.

Consumer behavior in the metaverse (2023)
Journal Article
Kaur, J., Mogaji, E., Paliwal, M., Jha, S., Agarwal, S., & Mogaji, S. A. (2023). Consumer behavior in the metaverse. Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2298

The rising interest in the marketing potential of the metaverse and its influence on consumer behavior is undeniable. Experts in the field have identified gaps in understanding consumer behavior in the metaverse and have highlighted the need of furth... Read More about Consumer behavior in the metaverse.

Navigating the path of family business research: a personal reflection (2023)
Journal Article
Mogaji, E. (2023). Navigating the path of family business research: a personal reflection. Journal of Family Business Management, https://doi.org/10.1108/JFBM-10-2023-0225

Purpose This article provides a personal response to the questions raised by Ratten et al. (2023) on what family business researchers have learnt about the family business field and tips for the future. Design/methodology/approach This viewpoint... Read More about Navigating the path of family business research: a personal reflection.

Metaverse influence on transportation: A mission impossible? (2023)
Journal Article
Mogaji, E. (2023). Metaverse influence on transportation: A mission impossible?. Transportation Research Interdisciplinary Perspectives, 22, Article 100954. https://doi.org/10.1016/j.trip.2023.100954

This commentary examines the implications of metaverse technology on transportation services in the real world. While metaverse technology has successfully replicated various activities, including fashion, banking, tourism, and retail, in the virtual... Read More about Metaverse influence on transportation: A mission impossible?.

Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications (2023)
Journal Article
Mogaji, E. (2023). Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications. International Journal of Bank Marketing, https://doi.org/10.1108/IJBM-06-2023-0333

Purpose This study aims to shed light on the evolving nature of banks in the digital era and the implications for bank marketing and management. The research addresses the need for a comprehensive typology of banks that integrates fintech and explor... Read More about Redefining banks in the digital era: a typology of banks and their research, managerial and policy implications.

The Potential of Generative Artificial Intelligence Across Disciplines: Perspectives and Future Directions (2023)
Journal Article
Ooi, K., Tan, G. W., Al-Emran, M., Al-Sharafi, M. A., Capatina, A., Chakraborty, A., …Wong, L. (in press). The Potential of Generative Artificial Intelligence Across Disciplines: Perspectives and Future Directions. Journal of Computer Information Systems, 1-32. https://doi.org/10.1080/08874417.2023.2261010

In a short span of time since its introduction, generative artificial intelligence (AI) has garnered much interest at both personal and organizational levels. This is because of its potential to cause drastic and widespread shifts in many aspects of... Read More about The Potential of Generative Artificial Intelligence Across Disciplines: Perspectives and Future Directions.

Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen (2023)
Journal Article
Mogaji, E., & Phong Nguyen, N. (2023). Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen. European Sport Management Quarterly, 23(6), 1-24. https://doi.org/10.1080/16184742.2023.2257229

Research question The study examines the intersectionality of race and gender and its impact on self-branding of Black British sportswomen. Research methods : Data from semi-structured interviews with 18 Black British sportswomen were thematical... Read More about Beautiful Black British brand: exploring intersectionality of race, gender, and self-branding of Black British sportswomen.

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.

“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.

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.

Equitable active transport for female cyclists (2022)
Journal Article
Mogaji, E., & Uzondu, C. (2022). Equitable active transport for female cyclists. Transportation Research Part D: Transport and Environment, 113, 103506. https://doi.org/10.1016/j.trd.2022.103506

This study addresses the call for new insights to improve equity in active transportation systems by exploring the experiences of female cyclists in Lagos, Nigeria. Qualitative data were collected and triangulated from three different sources – four... Read More about Equitable active transport for female cyclists.

The composition of data economy: a bibliometric approach and TCCM framework of conceptual, intellectual and social structure (2022)
Journal Article
Adewale Olaleye, S., Mogaji, E., Joseph Agbo, F., Ukpabi, D., & Gyamerah Adusei, A. (2023). The composition of data economy: a bibliometric approach and TCCM framework of conceptual, intellectual and social structure. Information Discovery and Delivery, 51(2), https://doi.org/10.1108/idd-02-2022-0014

Purpose The data economy mainly relies on the surveillance capitalism business model, enabling companies to monetize their data. The surveillance allows for transforming private human experiences into behavioral data that can be harnessed in the mar... Read More about The composition of data economy: a bibliometric approach and TCCM framework of conceptual, intellectual and social structure.

Enhancing the work placement experience of students with disabilities (2022)
Journal Article
Mogaji, E., & Nguyen, N. P. (2022). Enhancing the work placement experience of students with disabilities. Industry and Higher Education, 36(6), 768-783. https://doi.org/10.1177/09504222221122958

Work placement learning enhances self-efficacy and work readiness for students. However, students with disabilities often have a different experience with regard to work placements. With a growing number of people with disabilities in universities, i... Read More about Enhancing the work placement experience of students with disabilities.

The dark side of mobile money: Perspectives from an emerging economy (2022)
Journal Article
Mogaji, E., & Nguyen, N. P. (2022). The dark side of mobile money: Perspectives from an emerging economy. Technological Forecasting and Social Change, 185, 122045. https://doi.org/10.1016/j.techfore.2022.122045

Advancements in money transfer protocols have resulted in the growth of financial technology (FinTech) and the acceleration of digitalisation, yet studies have often focused on the advantages of adopting these protocols without empirically recognisin... Read More about The dark side of mobile money: Perspectives from an emerging economy.

Guest editorial: Artificial intelligence in financial services marketing (2022)
Journal Article
Mogaji, E., Farquhar, J. D., van Esch, P., Durodié, C., & Perez-Vega, R. (2022). Guest editorial: Artificial intelligence in financial services marketing. International Journal of Bank Marketing, 40(6), 1097-1101. https://doi.org/10.1108/ijbm-09-2022-617

Artificial intelligence (AI) technologies have been incorporated into marketing where big data has been used to develop hyper-personalized profiles of customers (Payne et al., 2021) predicting consumer demand and creating targeted advertisements (Mog... Read More about Guest editorial: Artificial intelligence in financial services marketing.

Obesity, family units and social marketing intervention: evidence from Nigeria (2022)
Journal Article
Nwoba, A. C., Mogaji, E., Zahoor, N., Donbesuur, F., & Alam, G. M. (2022). Obesity, family units and social marketing intervention: evidence from Nigeria. European Journal of Marketing, 56(11), 2892-2927. https://doi.org/10.1108/ejm-08-2021-0662

Purpose Building on the social marketing theory, this study aims to examine the relationship between family units and obesity in Nigeria; and the social marketing interventions used to reduce and prevent obesity in the Nigerian society. Design/me... Read More about Obesity, family units and social marketing intervention: evidence from Nigeria.

Wishful thinking? Addressing the long-term implications of COVID-19 for transport in Nigeria (2022)
Journal Article
Mogaji, E. (2022). Wishful thinking? Addressing the long-term implications of COVID-19 for transport in Nigeria. Transportation Research Part D: Transport and Environment, 105, Article 103206. https://doi.org/10.1016/j.trd.2022.103206

With their inherent economic and infrastructure challenges, developing countries must assess commuters’ travel behaviour and establish whether consumers’ desire for sustainable transportation is feasible or merely wishful thinking. Using a qualitativ... Read More about Wishful thinking? Addressing the long-term implications of COVID-19 for transport in Nigeria.

Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences (2022)
Journal Article
Kaur, J., Mogaji, E., Wadera, D., & Gupta, S. (2022). Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences. Society and Business Review, 17(3), 441-468. https://doi.org/10.1108/sbr-08-2021-0132

Purpose This study aims to investigate the domestic sustainable consumption practices in Indian households and the motivations to do so. These practices also contribute to environment management and its impact on Indian society through the action of... Read More about Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences.

Using COVID-19 vaccination as a resilience strategy for the tourism sector – evidence from Serbia (2021)
Journal Article
Mladenović, D., Rrustemi, V., & Mogaji, E. (2022). Using COVID-19 vaccination as a resilience strategy for the tourism sector – evidence from Serbia. Current Issues in Tourism, 25(7), 1021-1025. https://doi.org/10.1080/13683500.2021.2018407

This short communication discusses the inflow of foreign tourists during the current pandemic and its interplay with the wide-scale administration of COVID-19 vaccines in Serbia. It focuses on the country’s provision of free-of-charge vaccines to inb... Read More about Using COVID-19 vaccination as a resilience strategy for the tourism sector – evidence from Serbia.

Dealing with impact of COVID-19 on transportation in a developing country: Insights and policy recommendations (2021)
Journal Article
Mogaji, E., Adekunle, I., Aririguzoh, S., & Oginni, A. (2022). Dealing with impact of COVID-19 on transportation in a developing country: Insights and policy recommendations. Transport Policy, 116, 304-314. https://doi.org/10.1016/j.tranpol.2021.12.002

While developed nations have established policy frameworks for dealing with various macroeconomic shocks, developing countries respond to the influx of COVID-19 on heterogeneous scales, borne out of varying institutional bottlenecks. These inadequate... Read More about Dealing with impact of COVID-19 on transportation in a developing country: Insights and policy recommendations.

Emerging-market consumers’ interactions with banking chatbots (2021)
Journal Article
Mogaji, E., Balakrishnan, J., Nwoba, A. C., & Nguyen, N. P. (2021). Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics, 65, 101711. https://doi.org/10.1016/j.tele.2021.101711

Chatbot development and adoption is a growing challenge in emerging markets, which are characterised by a young population structure, low-level internet penetration and a high degree of institutional adversity. The purpose of this study is to explore... Read More about Emerging-market consumers’ interactions with banking chatbots.

Financial services experience and consumption in Nigeria (2021)
Journal Article
Soetan, T. O., Mogaji, E., & Nguyen, N. P. (2021). Financial services experience and consumption in Nigeria. Journal of Services Marketing, 35(7), 947-961. https://doi.org/10.1108/jsm-07-2020-0280

Purpose To understand the financial services experience and consumption in Nigeria from the perspectives of both the customers and managers. This study aims to explore this under-researched area and contribute towards a transformative financial serv... Read More about Financial services experience and consumption in Nigeria.

Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot (2021)
Journal Article
Abdulquadri, A., Mogaji, E., Kieu, T. A., & Nguyen, N. P. (2021). Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy, 15(2), 258-281. https://doi.org/10.1108/jec-06-2020-0126

Purpose Recognising the high numbers of unbanked and financially excluded adults in Nigeria, this study aims to position chatbot as a digital transformation tool to radically change business model, improve customer experience and enhance financial i... Read More about Digital transformation in financial services provision: a Nigerian perspective to the adoption of chatbot.

Financial well-being of sportswomen (2021)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2021). Financial well-being of sportswomen. International Journal of Sport Policy and Politics, 13(2), 299-319. https://doi.org/10.1080/19406940.2021.1903530

Despite efforts to increase female participation and representation in sport, there has been little scholarly focus on sportswomen’s financial wel–being. The purpose of this study is to address this gap in the literature and to contribute to broadeni... Read More about Financial well-being of sportswomen.

Marketing bank services to financially vulnerable customers: evidence from an emerging economy (2021)
Journal Article
Mogaji, E., Adeola, O., Ebo Hinson, R., Phong Nguyen, N., Nwoba, A. C., & Soetan, T. O. (2021). Marketing bank services to financially vulnerable customers: evidence from an emerging economy. International Journal of Bank Marketing, 39(3), 402-428. https://doi.org/10.1108/ijbm-07-2020-0379

Purpose This study aims to explore how banks in Nigeria are marketing financial services to financially vulnerable customers. Design/methodology/approach A multiple case study research strategy was used to analyse three commercial banks and two... Read More about Marketing bank services to financially vulnerable customers: evidence from an emerging economy.

Corporate social responsibility for women's empowerment: a study on Nigerian banks (2021)
Journal Article
Mogaji, E., Hinson, R. E., Nwoba, A. C., & Nguyen, N. P. (2021). Corporate social responsibility for women's empowerment: a study on Nigerian banks. International Journal of Bank Marketing, 39(4), 516-540. https://doi.org/10.1108/ijbm-04-2020-0195

Purpose Drawing on stakeholder theory, the purpose of this paper examines how Nigerian banks employ their corporate social responsibility (CSR) initiatives to empower women to participate in economic and commercial activities. Design/methodology/... Read More about Corporate social responsibility for women's empowerment: a study on Nigerian banks.

To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand (2020)
Journal Article
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2022). To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly, 22(3), 379-397. https://doi.org/10.1080/16184742.2020.1791209

Research question: There are growing concerns about the commercial viability of sportswomen as they are seldom featured as brand ambassadors. There are challenges for sportswomen in building and making their brands appealing to advertisers and market... Read More about To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand.

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers (2020)
Journal Article
Czarnecka, B., & Mogaji, E. (2020). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing, 38(3), 756-776. https://doi.org/10.1108/ijbm-07-2019-0249

Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consu... Read More about How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers.

Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2019)
Journal Article
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., …Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, Article 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Qualitatively exploring the effect of change in the residential environment on travel behaviour (2019)
Journal Article
Farinloye, T., Mogaji, E., Aririguzoh, S., & Kieu, T. A. (2019). Qualitatively exploring the effect of change in the residential environment on travel behaviour. Travel Behaviour and Society, 17, 26-35. https://doi.org/10.1016/j.tbs.2019.06.001

Qualitative research with residents relocating from London was undertaken to develop an understanding of how and to what extent a change in the residential environment affected people’s travel behaviour and attitudes. Data was collected through semi-... Read More about Qualitatively exploring the effect of change in the residential environment on travel behaviour.

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.

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.

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.

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..

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.