Brighton Nyagadza

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• Doctor of Philosophy (Ph.D) in Marketing
• Lecturer at York St John University

The book will serve as an invaluable resource for scholars seeking empirical evidence on the structure and operation of marketing in the metaverse in different organisational, institutional and emerging national contexts. There are various previous researches that employed systematic literature review in the context of Metaverse and marketing such...

The proposed volume intends to make use of some empirical studies to gain practical insights into the issues concerning sustainable food systems in the Global South. This will include an in-depth analysis of the current trends in these countries, the challenges they face in attaining sustainable food systems as well as the policy frameworks. Consid...

The metaverse has disrupted the traditional marketing practices and it has potential to transform entire world of marketing activities with thrilling immersive experiences. This study provides an analysis of evolving field of metaverse marketing in the context of information systems using state of the art bibliometric and scientometric tools couple...

This study is a comprehensive retrospective bibliometric and topic modelling analysis of customer engagement within the metaverse. We carefully investigated a sample of 409 articles extracted from the Scopus database and used in this analysis. The aim was to explore the evolution, current state, and emerging trends in this rapidly evolving field. U...

Call for Chapters

Purpose The purpose of this study was to investigate the detrimental consequences of participating in stokvels among women entrepreneurs within the South African township economy. Design/methodology/approach The research used the Gioia methodology, involving the implementation of a qualitative inquiry with an inductive approach. Semi-structured in...

Purpose In recent years, a number of privileged individuals have entered the music industry in Zimbabwe, either as performers or entrepreneurs. The economic challenges in the country may have prompted these individuals to invest in music as a means of diversifying their income or exploring new business opportunities. To determine whether their inte...

Insights presented in this volume give rise to the continuing discussion on future effective agritourism development policies in Africa and the world at large. The current volume presents an understanding of the potential role of agritourism as a driver of economic growth and the improvement of agribusiness through meticulous analysis of findings f...

Purpose This study aims to determine the impact of innovation conviction, innovation mindset and innovation creed on the need for achievement and the success of women entrepreneurs. The study also investigates the impact of entrepreneurial education in moderating the relationship between the need for achievement and women’s entrepreneurial success....

Some researchers have argued that organic agriculture does not yield intended benefits in African smallholder settings because of degraded soils and lack of organic resources. A multidisciplinary case study analysis of selected organic farming gardens in Makoni, Zimbabwe was done to explore farmer resources, perceptions, market access, preferences,...

It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies to create and build a brand that is conducive to influence purchase intention. Through a proposed conceptual research model, brand authenticity and brand image as the predictor variables, with brand pr...

Purpose This study aims to investigate how social entrepreneurial role models influence social entrepreneurial self-efficacy, social entrepreneurial intent and social entrepreneurial action, with moral obligation as a moderator. Design/methodology/approach A cross-sectional survey of 261 pupils in the South African province of the Eastern Cape was...

This article aims to explore the concept of tourism festival and event destination branding and relate it to practices in Zimbabwean festivals and tourism events. The article is therefore based on the following objectives: to understand the concept of tourism festival, event and destination brand image in Zimbabwe; to explain its essence and import...

The study conducts a comprehensive retrospective analysis of the social media marketing literature along with text mining and bibliometric analysis using data obtained from the Scopus database. The analysis is conducted for the literature published during 2007-2022 using VOSviewer application and Biblioshiny. The analysis revealed the publication t...

Book Description Given the multi-faceted and multi-layered nature of agritourism digital and social media marketing, how the antecedents have framed and contoured past related research generations and societies might not be comparable, and transposable to how they will curve the current and future generations and societies. Readers are expected to...

The Higher education sector is the central linchpin in the government’s quest for transforming Zimbabwe’s economy. The current environment underpinned by technological revolution remains a compelling case for the sector to reconfigure its higher education system to meet the new demands. On reflecting of Thandika Mkandawire, this study extols the ad...

Purpose The purpose of the study was to ascertain the influence of innovation conviction, innovation mindset and innovation creed on the performance of women entrepreneurs in South African small and medium enterprises and their capacity for innovation. The study also examined how proactive personality and entrepreneurial education moderate the rela...

Africa has become a popular tourism destination due to its incredible natural beauty and rich cultural diversity as tourism and hospitality is a flourishing industry on a global scale. A thorough and insightful examination of the African tourism and hospitality industry is what the book "Handbook of African Tourism and Hospitality: A Deep Dive into...

A dynamic subset of tourism called ‘‘Agritourism’’ has grown in popularity recently as a way to advance sustainable growth and safeguard cultural heritage. The unrealized potential of Agritourism is particularly relevant in the context of Africa, where agriculture is crucial to the economy and cultural identity of many nations. The book "Authentic...

With great pleasure, we present this proposal for a scholarly book titled "Agriculture, Tourism, and Sustainable Development in Agritourism in Africa". In the context of Agritourism in Africa, this book seeks to examine the complex interactions between agriculture, tourism, and sustainable development. Because of its abundance in natural resources,...

In light of significant advancements in both theoretical and practical aspects of technopreneurship, supported by empirical research, there remains an unexplored area within the academic domain pertaining to the impact of perceived parents’ entrepreneurial passion towards a career in technopreneurship and technopreneurship intention among Generatio...

Purpose This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe. Design/methodology/approach Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were serv...

Purpose: This study aimed to assess the impact of COVID-19 and its associated lockdowns on the survival of micro, small, and medium enterprises (MSMEs) in Zimbabwe, where more than 60 percent of economic activity is conducted through MSMEs. Research methodology: This study was conducted through an online survey of 447 individuals representing MSMEs...

The study focused on the intention to adopt and actual use of virtual reality (VR) glasses to determine tourist destinations amongst Generation Y in South Africa. This study considers the direct influence of perceived usefulness, perceived ease of use and perceived credibility on attitudes towards use of virtual reality glasses, intention towards u...

Statement of Aim By taking a multi-faceted approach, the readers of this edited volume will get insights into the role of agritourism in Africa development. Each chapter provides some theoretical, policy and practical implications for policy makers, educational practitioners, students and business communities on how agritourism in Africa strategies...

The immense returns generated from tourist destinations have caused governments to invest to a greater extent in developing the tourism industry, with the aim of improving its market share. Scholars and policy makers for tourism destinations are not simply focusing on attracting more tourists but also on improving the competitive position of their...

Globalization has intensified marketing pressures for tourism destinations in their operations at a national, regional, and international level. The dynamics of the twenty-first century have resulted in immense competition, causing organizations in the tourism and hospitality business to adopt new strategic management and operational marketing proc...

Purpose – This research examined how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consu...

The purpose of this chapter is to explore the effects of COVID-19 pandemic on tourism and hospitality. Motivation of the researchers in constructing the chapter was to logically alert the present-day and future world tourism and hospitality business leaders on how to respond to the disruptive forces attributed to deadly viral pandemics like the of...

Despite noteworthy advancement of theoretical and practical knowledge of social media eWord-of-Mouth with evidence from prior empirical research, the influences consumers’ purchase intentions of commercialised indigenous fruits products in fast moving consumer goods retailers remains unexplored in academic domain. Therefore, the purpose of the stud...

Purpose This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour. Design/methodology/approach Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively. Findings The most influential documents, authors, affiliations, countries and journal...

The book will feature some empirical studies rendering practical insights into the contribution of digital technologies, frugal innovations and technology entrepreneurship to the realisation of sustainable human development. Digital technologies, frugal innovations and technology entrepreneurship enhance development-oriented policies that support p...

The public sector performance can be judged through the ability to deliver expected service to residents within the community. The purpose of this study was to examine the influence of leadership style and employee-perceived service quality on perceived public health sector performance. Also, the study sought to understand whether procurement pract...

The purpose of this chapter is to explore mobile financial technology ecosystem shaping financial inclusion in Zimbabwean banking and financial services markets. The chapter is based on a narrative approach of secondary data sources, mainly peer reviewed reputable journal articles. The purpose being to draw conclusions and identifying the research...

The purpose of this conceptual article is to explore the drivers behind digital disruption that have taken the whole globe by storm as a result of COVID-19 (SARS-CoV- 2) pandemic. Motivation of the researcher in constructing the article was to logically alert the present-day and future-world business leaders on how to respond to the digital disrupt...

As a way of buttressing customer relationship management, it is prudent that banks integrate digital transformation as a matter of urgency. To this end, our study’s objective was to establish the contribution of digital transformation on customer relationship management within the banking sector. Our study was hinged on Technology Acceptance Theory...

The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S–O–R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical model has been proposed for this study, based on identif...

Purpose: The main purpose of this research is to investigate factors influencing rural women entrepreneurship development and sustainable rural livelihoods in Manicaland province of Zimbabwe. Design/methodology/approach: A quantitative research was conducted in Manicaland province in Zimbabwe. Data were collected through structured questionnaires...

Purpose The purpose of the study is to establish the relationship between public health sector performance (PHSP), fleet management system, perceived service quality (PSQ) and management style (MS). Design/methodology/approach A total of 260 managerial employees were randomly selected from 5 major public hospitals in Zimbabwe to participate in thi...

The purpose of the study is to analyse how green reverse logistics technology impacts agricultural entrepreneurial marketing firms’ operational efficiency and sustainable competitive advantage. Systematic literature review and meta-analytical methodology was adopted to execute the current study. Reverse Logistics Model has been used for the current...

This edited volume will provide the relevant stakeholders in business with a comprehensive treatment of the nature of sustainable agritourism and related practices in the African emerging economic regions of the world. It will also serve as an invaluable resource for the scholars seeking empirical evidence on the structure and operation of sustaina...

Purpose – This study investigates the factors influencing re-usage intention of online and mobile grocery shopping among young adult consumers in South Africa. Design/Methodology/Approach – Data was collected from selected young adult participants using a stratified probability sampling strategy. Smart PLS was used to analyse the data. Findings...

Globally, higher education institutions (HEIs) have undergone rapid transformation, with a shift to virtual and electronic learning approaches. It has become increasingly important for institutions to adopt innovative teaching-learning systems which are based on well-developed Information and Communication Technology (ICT) systems. ICT has become a...

Unlabelled: The purpose of the article is to examine the rural small scale farmers' smart mobile phone usage acceptance prognosticators for agricultural marketing information access in selected farming towns in Zimbabwe. Responses were collected from rural small scale farmers in Marondera, farming town in Zimbabwe using structured questionnaire wi...

Purpose The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price-quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-decept...

Purpose – This study aims to examine how couplepreneurs foster an entrepreneurial mindset in their kids. Design/methodology/approach – A qualitative research approach with semi-structured interviews was used as the data collection technique. Narrative analysis was conducted on a sample of 20 couplepreneurs in Mthatha, South Africa. Findings – Narra...

Zimbabwe is blessed with tourist attractions that draw visitors from all over the world. However, there are no quantitative models available for tourist stakeholders to utilize in decision-making and planning. The country is experiencing foreign currency shortages, which may be alleviated if the tourism industry, which has the power to generate for...

The main purpose of this research is to examine the challenges hindering sustainability of women entrepreneurship in rural areas of Manicaland province, Zimbabwe. A qualitative research was conducted in Manicaland province in Zimbabwe. Data were collected through interviews from 30 women entrepreneurs in the various sectors of the economy. The resp...

Purpose This paper aims to investigate how graduates’ perceptions of self-service technology and perceived job performance can be used to assess university service quality. Also, this study examines the mediating role of perceived job performance on the effect of university service quality on graduates’ satisfaction and loyalty. Design/methodology...

Factors influencing product uptake are critical in emerging markets especially within the services industry. Thus, the study’s major objective was to examine the factors that influence product uptake within the insurance sector where the uptake process is not easy in the absence of other factors like corporate social responsibility, product awarene...

This chapter examines the experiences of developing priority- leadership and supervisory skills within public sector low resources settings. Priority-driven leadership and supervisory skills is globally acknowledged as a panacea in creating a vibrant and agile human capital that can operate in existing low resource set-ups. Due to the qualitative n...

Purpose – This study aims to examine the impact of habitual Facebook use on life satisfaction and psychological well-being. In addition, the study examined the impact of life satisfaction on psychological well-being. Moreover, the study investigates the impact of social safety in moderating the relationship between habitual Facebook use and life sa...

The study examines sustainable digital transformation aspects, comprehensively unpack their nature and implications to digital marketing firms’ ambidexterity. Sustainable digital transformation building blocks are discussed in detail. It further identifies and delineates sustainable growth strategies for digital marketing firms in order to successf...

L'aide internationale demeure au centre du développement en Afrique. Depuis 1960, l'Afrique a reçu l'aide étrangère dont le montant avoisine trois mille milliards de dollars américains. Cependant, en dépit de cette importante aide, la pauvreté reste élevée et le sous-développement n'a cessé de croitre. Il s'agit d'une claire indication de l'échec d...

The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well coll...

The world has reached the threshold of an absolute overhaul and reconfiguration of society and workplaces. The transformation is being caused by the Fourth Industrial Revolution (4IR), which is changing every facet of life including education. The revolution is epitomised by breakthroughs in fields such as artificial intelligence, robotics, biotech...

Abstract Purpose – The growth in electronic banking platforms resulted in the unintended effect of minimising the customer-service provider physical interactions that were instrumental in managing negative emotions emanating from service failure. This study investigates the influence of emotions related to e-service failure and e-service recovery...

Introduction As this book intends to offer insights to a wide range of agricultural marketing and agribusiness management as well as sustainability topics, it serves as a complement to the more specialized books that elaborate on each topic separately with wide breadth of market, international appeal. We strongly believe that there is a demand and...

This chapter is influenced by the globally renowned pillars of good governance which are independence, transparency, accountability, fairness and responsibility. Even, with a plethora of literature on these five pillars, little has been published with regards to how these conform or contradict with the upsurge of virtualised teaching and learning....

Purpose – This study examines the influence of service quality, satisfaction, trust, value, and commitment on hotel customers’ attitudinal and behavioural loyalty. Design/Methodology/Approach – Data was collected from 234 customers in Harare, Zimbabwe’s commercial capital who were served from five selected hotels using self-administered questionna...

Ethics are utilitarian and deontological based on reason, intention and duty.

Purpose – This study investigates factors that explain the reasons why customers may be willing to use chatbots in Zimbabwe as an e-banking customer service gateway, an area that remains under-researched. Design/Methodology/Approach – The research study applied a cross-sectional survey of 430 customers from five selected commercial banks conducted...

Technology adoption within the tourism industry has grown rapidly. This trend has also attracted Southern African markets. The purpose of this chapter is to explore the impact that technology has made within the tourism industry of Southern African states. This is achieved through systematically reviewing the key digital tourism aspects associated...

The constructs of diversity and equality exist in literature, however, it is the purpose of this article to unpack findings from managing diversity, inclusivity and equality issues in the workplace with perspectives from the Zimbabwean labour market. It aims at addressing questions relating to whether there is an equal treatment legislation in Zimb...

Purpose - The purpose of this conceptual article is to explore the drivers behind digital disruption that have taken the whole globe by storm as result of COVID-19 (SARS-CoV-2) pandemic. Motivation of the researcher in constructing the article was to logically alert the present-day and future world business leaders on how to respond to the digital...

The advent of the Fourth Industrial Revolution (4IR) has the potential to transform emerging economies to another developmental echelon by increasing productivity and improving future fluidity of innovation across various industries. Predictively, 4IR in emerging economies will come with newest technologies that are disruptive. This technological i...

Purpose Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry. Design/methodology/a...

Despite many efforts put forth for the successful implementation of inclusive education in primary and secondary schools in Watershed cluster, Marondera district in Mashonaland East Province, Zimbabwe, there are numerous challenges being faced in this area. The study aimed at investigating the challenges faced in the implementation of inclusive edu...

Informal trading in the town of Bindura, Zimbabwe is a competitive venture just like in other parts of the world. The competitiveness is characterized by young traders aged 18 to 24 years being elbowed out by those established in the business, hence, the study sought to interrogate the experiences of young informal traders. Employing a qualitative...

Fourth Industrial Revolution has the potential to transform the International Management Education futurology both positively and negatively. The purpose of the theory is to describe factors that govern technology acceptance, information technology, behavioral usage, and give a prudent theoretical explanatory model. Moore showed that the potential...

The purpose of this chapter is to examine the importance of financial inclusion basing on empirical review of agency banking in Zimbabwe. The motivation behind the chapter construction being to appreciate the value behind financial inclusivity, as we seek to level the field and allow all value contributions towards reduction of the adverse effects...

The highly publicised and overstated impact of the Fourth Industrial Revolution has been debunked by Afrocentric critics who show that it epitomises digital and techno- colonialism. That Africa is at the receiving end of every revolution in the world smacks of neocolonialism and it subverts the ideas of resource sovereignty, control, and ownership...

A trendy issue amongst African businesses is employment of strategic green marketing strategies to maximize the visibility of environmental sustainability, in sync with the United Nations Sustainable Development Goal No. 15. This short essay has synthesized and reviewed literature relating to green marketing and environmental sustainability in Afri...

If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are shared. Due to this, there are Signalling theoretical and literature gaps existing related to co...

The objective of the study was to capture the challenges that are faced by young informal traders in Bindura town, Zimbabwe. The study was motivated by the lack of attention to the challenges faced by young informal traders by the governing authorities at local and national level. We believe our study extends the understanding of the challenges fac...

The purpose of the article is to analyse the impact of COVID-19 on the agricultural supply chains and markets in Zimbabwe and subsequent effect on livelihoods. The research methodology that was applied is a systematic literature survey anchored on inductive research approach. This article is based on the systematic review of secondary data sources,...

The research study explored the role of Public Relations (PR) elements such as seminars and speeches, digital media in creating a positive corporate image and corporate identity and explored how selected private colleges in Chitungwiza, Zimbabwe can leverage on publicity to boost students’ enrolment. Extant literature of PR was approached and the H...

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders’ corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered survey, resulting in 335 responses from 6 selected compani...

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine mar...

The purpose of this conceptual paper is to ascertain the relationship between corporate storytelling for branding and internal stakeholders' perceptions of the corporate brand. The paucity of existing knowledge found in reviewing a variety of literature sources relating to corporate brand storytelling spurred the authors into carry out the research...

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine mar...

This paper aims to suggest measures necessary for the survival of Zimbabwean banks and other related institutions globally. The author shares his insights pertaining to the ways in which banks can adapt in a bid to promote growth and sustainability. The banks in Zimbabwe have been on a quest for new innovative ways of improving their customer servi...

The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth semi-structured interviews were conducted from 2019 to 2020....

The purpose of this study was to investigate the challenges faced by ZIMRA in tax revenue collection from street vendors in the informal business sector in Zimbabwe. A descriptive research design was adopted. Quantitative and qualitative data analysis was also carried out where data collected using the questionnaire was analysed quantitatively whil...

This article reports on a study that aimed to identify the important elements of financial inclusion based on a literature review and a case study of agency banking. The study explored and applied literature review findings and utilised a case study approach, notably of three renowned commercial banks in Zimbabwe, to illustrate the importance of fi...

The research aimed to assess the impact of corporate rebranding strategies on brand performance of Telecoms Company in Zimbabwe. The dependant variable of the study was brand performance while independent variable was corporate rebranding strategies. The study presents the impact and importance of corporate rebranding on brand performance, it would...

Research purpose: The paper evaluates perspectives of Impression Management theory applied to examine the relationship between brand storytelling and internal stakeholders' corporate brand perceptions. This is as result of paucity of research and complex dynamics which remain unexplored in brand storytelling, as used in Zimbabwe listed companies. M...

There are many instances when pervasive and/or retrogressive corporate stories for branding are experienced and not reported truthfully in the organisations. If corporate stories for branding are negative, it can therefore be questioned to what extent they underprop or thwart internal stakeholders’ corporate brand perceptions. Due to this, there ar...