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Outputs (15)

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.

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.

Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract (2020)
Book Chapter
Mogaji, E., Badejo, F. A., Charles, S., & Millisits, J. (2020). Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract. In Marketing Opportunities and Challenges in a Changing Global Marketplace (249-250). Springer International Publishing. https://doi.org/10.1007/978-3-030-39165-2_104

Brands choose to sponsor a sportsperson as a way to reach out to their consumers. Sports personalities are considered as vehicles for advertisements or product endorsements, and athletes who carry symbolic messages can attract companies seeking effec... Read More about Why I Will Not Use You for My Campaign: The Relationship Between Brand Managers and Sportswomen: An Abstract.

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.

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.

Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University (2020)
Book Chapter
Adeyanju, S., Mogaji, E., Olusola, J. A., & A. Oyinlola, M. (2020). Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University. In Higher Education Marketing in Africa (135-163). Springer. https://doi.org/10.1007/978-3-030-39379-3_6

Various research across the world has been carried out to understand how students select their preferred universities for tertiary study; however, there is a shortage of insight from an African perspective. Specifically focusing on a federal universi... Read More about Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University.

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.

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.

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.

Higher Education Marketing in Africa: Explorations into Student Choice (2020)
Book
Mogaji, E., Maringe, F., & Ebo Hinson, R. (Eds.). (2020). Higher Education Marketing in Africa: Explorations into Student Choice. Springer. https://doi.org/10.1007/978-3-030-39379-3

Explores the key players, challenges, and policies affecting higher education in Africa, as well as marketing strategies, and the students’ selection process Focuses on the competition for students in a market with increasing demands Offers emp... Read More about Higher Education Marketing in Africa: Explorations into Student Choice.

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.