Raji Ridwan Adetunji

• PhD in Media Management (Marketing Communication)
• Professor (Assistant) at Zayed University

Purpose The fundamental mission of every green city is to harmonize urban living with environmental preservation. However, a critical challenge arises when the residents of such cities do not share the same level of environmental consciousness, potentially eroding the integrity of the green city’s brand identity. Hence, this study aims to explore t...

This empirical study investigates the impact of brand equity and credibility on 140 consumers' purchase decisions regarding fast-moving consumer goods (FMCG) in Malaysia during the enduring COVID-19 turbulence. Statistical analysis using PLS-SEM demonstrates brand equity and credibility each directly and positively influence purchase decisions. Fur...

Cities and places had been progressively being marketed as brands by using the concept of ‘City Branding', which is a unique idea. The scholars of ‘City Branding’ believed that the concept of branding helps the city in marketing activities. A city metaphorically could be seen as an entity given the advantage of displaying its visual characteristics...

The importance of Corporate Identity Management (CIM) for Higher Education Institutions (HEIs) as a strategic tool for presenting and organizing their communication design and structuring their organizational culture can ever be overemphasized. Also, it has been emphatically proven that successful CIM improves universities’ competitiveness and enha...

The purpose of this paper is to develop and validate a proposed conceptual framework on country reputation in an organisational context. A literature review was analysed to identify the key variables of country reputation. It is believed that a reliable and valid multidimensional framework was obtained to measure country reputation. Three main ante...

p class="Default"> Going by the proposition of the Uses and Gratifications Theory (UGT), people are motivated to use media by various psychological factors and for obtaining different forms of gratifications. However, as social media continue to play an essential role in shaping the sociability and bridging social connectivity and interactions amon...

Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers o...

The main objective of this study is to examine the roles of firm-created contents (FCCs) on social media in enhancing consumer-based brand equity (CBBE) and consumer response. In this study, 615 consumers of automotive brands were surveyed and the data collected were analyzed with SEM. Relying on the CSRM, this study hypothesizes positive relations...

This paper aims to investigate the direct and indirect effects of service quality and customer satisfaction on customer loyalty in the hotel service industry. It proposes to confirm a theoretical model which has not been identified in the literature within the spectrum of the hotel industry in Indonesia. A quantitative methodology was used in this...

Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communicati...

Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a multidimensional construct which reflects both consumers’ perceptions and attitudes. However, only few of the extant CBBE models emanate from the context of automotive brands. As such, this present study employs a qualitative approach using a semi-structured face-...

The literature on Consumer-Based Brand Equity (CBBE) continues to grow enormously. Previous studies on CBBE have maintained that marketing communications play a significant role in developing CBBE. Furthermore, researchers have argued that social media has become a renowned and strategic platform for disseminating brand-related communication. Hence...

Developing and managing brand equity are top priorities for many organizations because brands are one of the most valuable organizational assets. Consumer- Based Brand Equity (CBBE) also explains how brand knowledge and brand associations influence consumers’ behaviors and consumer responses. The extant literature is filled with different types of...

User-Generated Contents is a type of brand-related communications on social media platforms. User-Generated Contents (UGC) offers consumers the opportunity of sharing their experiences, contribute their opinion and communicate with other. This implies that brand managers no longer have solitary control in managing the brand images of their brands....

ABSTRACT Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers.Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Generated Contents (UGC). However, researchers...

This study conceptually make suggestions and proffer from extensive literature review on the present functionalities of web OPAC, and it adoptability as a library web properties. Folksonomies was courageously suggested as a potential property that can give the present status of web OPAC 2.0 use in the modern library websites the needed perfections...

Over the years, there has been a huge investment into the digital library. Online Public Access Catalog (OPAC) is a way through which the materials and information of the library can be availed but was recently viewed to be undergoing reconstruction due to the change in users’ expectation. Despite the reconstruction and the huge investment in the l...

Irrespective of the huge investments in information technology over the recent decades, there still exists a concerns to the extent to which such investments yield the desired goals and benefits. One of the issues of this concern is whether the technology will be accepted or rejected by the potential users. However, the factors that determine the a...

We don’t even need much explanation that human communicate verbally and non-verbally, if not for some theoretical arguments that approach language as a communication tool, a channel or a feature that characterize communication types. Nevertheless, all still concord that communication revolves round language usage and interpretation of symbols. Comm...

Non-profit organizations’ aims and objectives are always to help either financially, academically, and informatively. Strategic communication ways, tools and channels have always been their main tools of reaching their publics, both their sponsors and their beneficiaries. Thus, it serves has the yardstick for their organizational effectiveness. Cor...

The professional act of advertising is never completed without assessing it effectiveness on brand awareness, return on investment, and audience feedback. The new pervading digital billboards have been posing some dissimilarity to audiences’ gratification and satisfaction of advertisement billboards. Uses and Gratification theory is a functionalist...

Communication is a transactional means of sending and receiving meaning with the use of language which can be inform of words, signs, sounds and so on. Advertisement shares all these features thus, a form of communication. For communication to be effective there must be some sense of shared values between the message provider and the receiver among...

The contributive stance of this study is towards the realm of IMC conceptualization and particularly the implementation phase. As scholars have identified that the implementation of IMC principles still remains obscure and executing the premise of IMC at a tactical level in marketing communication messages mystifies practitioners. This article thus...