Outputs (3)

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.

The Effect of Celebrity Endorsements on Consumers' Buying Behavior in South West Nigeria (2018)
Book Chapter
Amara Aririguzoh, S., Mogaji, E., & Oscar Odiboh, O. (2019). The Effect of Celebrity Endorsements on Consumers' Buying Behavior in South West Nigeria. In Exploring the Dynamics of Consumerism in Developing Nations. IGI Global. https://doi.org/10.4018/978-1-5225-7906-9.ch008

Advertisers engage celebrities to endorse their products. This chapter hinges on the meaning transfer theory of McCracken that says that celebrity image can be transferred to items that users buy. Using the survey method, this work examined if celebr... Read More about The Effect of Celebrity Endorsements on Consumers' Buying Behavior in South West Nigeria.

Emotional Appeals Presented by Financial Services (2018)
Book Chapter
Mogaji, E. (2018). Emotional Appeals Presented by Financial Services. In Emotional Appeals in Advertising Banking Services (47-56). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78756-299-820181004