Skip to main content

Research Repository

Advanced Search

Outputs (7)

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.

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.