Jerum Kilumile- Msc Marketing
- Lecturer at Mzumbe University (MU)
Jerum Kilumile
- Msc Marketing
- Lecturer at Mzumbe University (MU)
About
7
Publications
894
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15
Citations
Introduction
Jerum Kilumile Works with School of Business (SoB) at Mzumbe University located in Morogoro-Tanzania as an assistant lecturer where he has been teaching a number of courses including Strategic Business Management, Marketing Information Systems, E-marketing and other Marketing courses. His research areas include: Digital Marketing, Influencer Marketing, Social Media Marketing and Marketing Analytics
Current institution
Education
December 2016 - December 2018
November 2011 - July 2014
Publications
Publications (7)
This study integrates the stimuli organism response (SOR) model with the consumer brand-based equity (CBBE) model to research the impact of B2C interaction on consumers’ retailer brand equity and its subsequent influence on purchase intention in social commerce platforms. The study employed a survey design to collect data from 421 respondents with...
The influence of consumers on social commerce purchase intention is currently a subject of academic research. Consumers play a critical role in influencing the purchase intention of fellow consumers through interactions. However, the influence of organic consumer‐to‐consumer (C2C) interactions is under‐researched. Therefore, this study investigates...
Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, reciprocity favor, and relatio...
The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social presence, influencer congruence with the endorsed brand, and purchasing intenti...
The chief executive officer of Ruaha Farm (T) Ltd (Ruaha Farm), in Iringa, Tanzania, established his honey business, in 2012. The company's business model relied on the engagement and empowerment of neighboring communities of low-income beekeepers, creating mutually beneficial relationships with local beekeeping communities in the Iringa region. Th...
Green Marketing is among the contemporary issues in the field of Marketing. While many studies have been done in this field elsewhere, little studies have been conducted in Tanzania. Thus, this study aimed at identifying the level of green marketing adoption among agro-processing businesses in the context of Tanzania and studying the influence of b...
The 21st century business environment is very dynamic, competitive and complex due to unpredictable changing consumer behaviour, savvy customers, globalization and the impact of technology in general. Organization managers are struggling to think and rethink of the best competitive marketing strategies that can help them to survive in the game. One...
