Wilson Ozuem

Wilson Ozuem
University of Cumbria and University of Warwick

SFHEA, FCIM, PhD

About

158
Publications
162,551
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Introduction
Working in computer-mediated marketing environments (CMMEs) is a most enjoyable intellectual challenge, and it allows me to pursue my own trajectories, particularly how the emerging technologies impact on marketing practices. Additionally, undertaking research activity is like solving complicated puzzles - with enjoyment when you succeed but also with all learning frustration cases when it turns out against your goals.

Publications

Publications (158)
Chapter
Full-text available
Modern developments in communication media are creating new networks of information diffusion which are profoundly altering the way in which people can construct shared ‘realities’. Internet along with its prototypical subsets, notably social media, is enabling the emergence of new mechanism of human association which are shaped by – yet also shape...
Book
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Previous research has documented cultural heterogeneity within project teams, but still attention mainly centres on project managers who transfer internationally to manage teams of a different culture from their own, or more recently from those who manage virtual teams. Existing literature does not discuss the readiness to manage culturally diverse...
Book
Gambling has been a part of humanity for a very long time, and references to it have been found in some of the earliest dated records. Literature on the topic has been accumulating since ancient times. The advent of Internet technology, along with its typical subsets, provides a new twist on how gambling is conducted in postmodern times. Drawing on...
Article
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Purpose – This paper aims to empirically test, in the Niger Delta region of Nigeria, the external perceptions which hold that a firm that has acted in a socially irresponsible manner can have negative consequences, as an organisation’s success and very survival depends, in part, on satisfying normative expectations from its environment. Design/met...
Article
Purpose This research conceptualizes service recovery process (SRPs) within pre-recovery, recovery and post-recovery. This study aims to provide a summary of factors and strategies with respect to SRPs. Also, this research highlights different responses by organizations to SRPs. These responses are synthesized in this research in the context of SRP...
Article
Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remain...
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Emerging technologies have the potential to create new industries and transform existing ones, particularly the promotion of sustainable transitions in the luxury fashion industry [...]
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This research paper deal with the effect of capital flight (here after referred as KF) in the Nigerian economic sector covering 35 years (1981-2015). The study recognized the extent to which KF affects growth in the economic sector of Nigeria. The study identifies the problems Nigeria as a country face as a result of KF and proffers feasible soluti...
Article
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This study examined the impact of corporate governance regulations in developing countries Stock Exchange using Nigerian Stock Exchange as a case study. The paper highlighted the fact that even though most companies prepare an excellent annual report and accounts, still, if they have a weak system of corporate governance systems in their organisati...
Article
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The purpose of this study was to examine the impact of effective leadership of the project management team on firm performance.. .. We used the Fernando Flores' model of the participatory projected environment is excellent and ideal for the success of the project. The study employed qualitative research using a Case Studies Approach to analysed dat...
Article
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Purpose This study offers an understanding of vulnerable populations' experiences of actual use of mobile banking and their expectations of mobile banking (MB). Design/methodology/approach Data were generated from MB customers and bankers using online reviews, focus groups and semi-structured interviews, as a mix of methods and sources can provide...
Chapter
Service failure recoveryeWOMTechnology as resilienceBEC model Service failure recovery eWOM Technology as resilience BEC model
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Co-creation and experiencesSocial influence theoryActor–network theorySelf-categorisation theory Co-creation and experiences Social influence theory Actor–network theory Self-categorisation theory
Chapter
The previous chapter discussed customer participation and involvement in online brand communities (OBCs). In this chapter, we continue to explore contemporary viewpoints on OBCs and how customers’ participation and their level of involvement lead to different types of loyalty. The chapter offers a conceptual schema based on the work of Ozuem, Willi...
Chapter
Social identitySocial identity theoriesCommunity identificationConsumer–brand identification Social identity Social identity theories Community identification Consumer–brand identification
Chapter
One of the transformations in the evolving technological tapestries is the emergence of OBCs. OBCs are an integral part of digital marketing strategy, giving rise to information consumption, knowledge sharing and interactive engagement in addition to traditional marketplace consumption. OBCs are increasingly becoming strategic weapons enabling bran...
Chapter
Social media platforms provide an endless list of options in terms of brand offers. Consumers who previously had limited access to marketing offerings and information, or were unaccustomed to looking beyond their physical reach, have learned to access products, services and brands both locally and globally given the borderless nature of digital env...
Chapter
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Influencer marketing is far from being a new concept and has seen major transformations since its beginning. Traditional advertisers will date earliest influencers back to medieval times when the ruling class deeply influenced (or dictated) the behaviour of their subjects, before the influencer emerged from the film, music, sports and reality TV se...
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Consumer engagementCustomer satisfaction in digital platformsBuilding consumer engagement model Consumer engagement Customer satisfaction in digital platforms Building consumer engagement model
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Customer loyaltyBehavioural loyaltyAttitudinal loyaltyLoyalty categorisations Customer loyalty Behavioural loyalty Attitudinal loyalty Loyalty categorisations
Chapter
The previous chapter sought to chronicle the dynamic nature of community within the emerging technological environment. The chapter discussed how emerging computer-mediated marketing environments are intertwined with value co-creation. The current chapter examines customer participation and the level of customer involvement in OBCs. Managing an OBC...
Article
Purpose The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion. Design/methodology/approach Knowledge needed for this study was gener...
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In this paper, we underpin thematic analysis with a philosophical and methodological dimension and we present a nuanced perspective on the application of thematic analysis in a data-driven context. Thematic analysis is a widely used qualitative analytic method; it is perceived as a transparent approach that offers single meaning. However, through H...
Preprint
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The study looks at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing so, it explores the effects of social context of brand-related content on other social media users, which promotes socially influenced consumer brand engagement (SICBE) in social...
Article
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Purpose The purpose of the study is to understand how socially shared misinformation and rumors can enhance the motivation to protect personal interests and enhance social practices of panic buying. Design/methodology/approach The study employed a number of qualitative data collection methods for the purpose of triangulation, as it can offer thick...
Article
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Exploring the relationships between social media misinformation, rumors, and panic buying as a social practice during the COVID-19 pandemic Abstract Purpose The major motivation of this study is to understand how socially shared misinformation and rumors can enhance the motivation to protect personal interests and enhance social practices of panic...
Article
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While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid‐19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure dur...
Article
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The rise of social media platforms (SMPs) has increased information exchange, which can influence social consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, there is limited understanding regarding how SMPs affect social fashion engagement, fashion brand relevance, and buying decisions. The pr...
Conference Paper
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In omnichannel retailing, a combination of different retail channels along the various customer touchpoints has become the predominant purchasing pattern for customers. In order to address changing consumer behaviour, omnichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. This paper approa...
Article
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Marketing safeguards sustainability through supporting cooperative and collaborative interactions between businesses and stakeholders. Social media (SM) marketing can be described as an innovative and groundbreaking business practice. Adopting SM marketing is one of the vital strategic challenges facing the social enterprise (SE) sector to access t...
Article
Purpose The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to understand sponsorship objectives, opinions and practices, with a focus on smaller organisations. Design/methodology/approach This empirical study contribut...
Chapter
Today, consumers have real power: they describe their brand experiences on social media. They are a source of electronic word of mouth (eWOM) that can influence other consumers and have an impact on their brand choices. EWOM is often produced when consumers experience an online service failure. Providers have to manage this with adequate recovery s...
Chapter
Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OB...
Article
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Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of global annual spending. Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for such marketing communicatio...
Book
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to men...
Article
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Abstract Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programmes. Grounded in understanding that loyalty is seen and understood differently by people who participate in onl...
Article
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Online communities have evolved to allow larger numbers of individuals to interact with other users to form a collective virtual environment influenced by members within the community. Existing studies on online brand communities (OBCs) tied millennials' participation and interactions to a unidimensional view. Specifically, OBCs scholars generally...
Article
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Social distancing practices and staying at home have increased the time people spend on social media with the purpose of exchanging and consuming information about completing their routine practices safely. The Covid-19 pandemic has disrupted in-person banking operations and increased the physical threat for both retail bankers and customers. Conse...
Article
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The Covid‐19 pandemic led to social distancing and lockdown practices, which increased social interactions and information exchange on social media for timely decision making. This study explores how social practices and social influence generated through social media created panic buying behavior among customers. A social constructionist epistemol...
Article
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Existing studies on social enterprises offer conflicting and contrasting perspectives on the impact of social enterprises on developing countries. Although several studies focused on social enterprises in developing countries, an empirical study that examines how social enterprises develop marketing strategies in an increasingly interconnected digi...
Chapter
The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits c...
Article
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Purpose Competitive pressure and social influence for technology adoption have increased among developed, developing and emerging countries. The influence of social structure, organizational forces and political forces varies between public sector hospitals in countries where there are more social media restrictions. This study aims to explore how...
Conference Paper
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There is much evidence that user-generated content (UGC) may lead to effective recovery efforts. Despite its growing importance, existing studies have largely ignored the value and antecedents of UGC as they relate to the speed of recovery efforts in the fashion industry. Drawing on multi-theoretical lenses, utilising actor–network and social influ...
Article
Full-text available
Understanding the social influence of user‐generated content (UGC) to create social brand engagement (SBE) through social media has become a topic of major interest for both academics and marketers since the birth of online social networking. This study explores the social interaction of social media users (SMUs) involving brand‐related UGC, and th...
Chapter
Brands can no longer survive without the intangible presence of a social media platform that allows a brand to travel beyond physical limitations in reaching consumers. Millennial markets have embodied social media as a central outlet of communication, going as far as deeming it a form of public identity consumers embody across global connections....
Chapter
Extant studies have illustrated that online brand communities (OBCs) are an important platform for customer participation in and engagement with brands. It is essential for OBC practitioners to focus on self-brand image congruity, and value congruity, to develop consumer engagement, which in turn, generates heightened brand loyalty. The chapter sug...
Chapter
Online luxury brands are uniformly recognizing the practical advantages of electronic commerce. The existing literature provides conceptual elucidation that focuses on utilization of specific online marketing strategies. However, digital platforms invite holistic marketing applications – an all-embracing approach that nullifies the risk of potentia...
Chapter
It is widely recognised that an in-depth understanding of online brand communities and their implications is vitally important for enhancing online relationships. However, although various studies examine how online brand communities impact consumer behaviour, very few have examined how fashion brands can enhance online relationships with their con...
Conference Paper
Full-text available
Description: This paper provides a conceptual framework that links a holistic set of online brand characteristics to millennial consumers' perceptions in the fashion sector and how millennial consumers involvement and participation in online brand communities impacts the development of customer engagement strategies in the fashion industry. EXTENDE...
Article
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The internet is a conventional means of customer communication for all types of business. However, luxury companies are still in the experimental phase of utilizing social media to generate customer relationships. The marketing literature discloses insights into the advantages of social media customer relationships, although there is limited inform...
Article
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The efficacy and appropriateness of current advertising laws are questioned as to how customers behave emotionally towards advertising. Contacts were made with world-renowned respondents from the advertising, legal and neuroscience communities. Their responses are documented along with apposite secondary sourced material. Neuromarketing shows that...
Article
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Conceptualizing how customers construe online negative word‐of‐mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This empirical study recognizes online nWOM as a co‐created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e.,...
Chapter
It is widely recognised that a better understanding of social media and its implications is essential for formulating effective branding strategies in evolving Computer-Mediated Marketing Environments (CMMES). However, few studies have examined how social media influences brand image in the luxury sector. The current study intends to examine whethe...
Article
Conceptualising how customers construe online negative word-of-mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This empirical study recognises online nWOM as a co-created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e.,...
Article
Purpose Consumer purchasing behaviour has changed substantially in the light of recent developments in E-commerce. So-called “multichannel customers” tend to switch retail channels during the purchasing process. In order to address changing consumer behaviour, multichannel fashion retailing companies must continue to learn how to provide excellent...
Article
Full-text available
Brand loyalty literature has mainly focused on how brands perform under normal market conditions. As the business environment grows more complex, globalised, and innovative, market disruptions become more prevalent. Taking a cognition‐based approach, this paper proposes that customers identify with brands to satisfy self‐definitional needs. A socia...
Article
Purpose: Consumer purchasing behaviour has changed substantially in the light of recent developments in E-Commerce. So-called ‘multichannel customers’ tend to switch retail channels during the purchasing process. In order to address changing consumer behaviours, multichannel fashion retailing companies must continue to learn how to provide excellen...
Conference Paper
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The paper explores existing literature on brand loyalty and identity theory to examine the effects of identity on brand switching. Despite extensive studies on brand switching minimal research has been carried out to establish how market disruptions negatively impact customer-brand relationships and the strategies companies adopt to gain competitiv...
Article
This study investigates brand switching behaviour among consumers in a competitive market. Emphasis historically places functional utility at the expense of social meanings. Given the paucity of literature, this study adopts a grounded theory methodology based on a series of in-depth interviews among Smartphone users in the UK to access consumers'...
Article
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Purpose Despite scholarly effort to understand customers’ recovery evaluation, little progress is evident in deciphering how customers develop online failure/recovery perception. This paper addresses this issue. Design/methodology/approach Social constructivism was the epistemic choice for this study. This approach is holistic and offers a compr...
Conference Paper
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The aim of this paper is to explore critical issues that influence Bangladeshi social enterprises to embrace social media as a business tactic. The outcomes attained of this research are contrasted with issues that have impacted on IT implementation according to the literature. In addition, the paper investigates how social media implementation aff...
Article
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Determining how notions of digital books influence digital divide and decision-making for organisations is problematic, not least because it is an evolving concept, rooted in consumer and organisational awareness in relation to levels of technological adoption. The concept represents a phenomenon that is elusive and prone to misconception. This pap...
Conference Paper
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This paper aims to analyse perceptions of online service failure-recovery and customer retention in relation to the creation of satisfactory experiences for both customer and providers in the banking sector. In specific, the negative impacts of service failures and the positive effect of recovery strategies are assessed. Online service failures can...
Conference Paper
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Innovation and technological modification are the essential sources of productivity growth, international competitiveness and proliferated living standards. In past years, these areas have become the focal points of growing attention due to relentless competition from rapidly emerging knowledge-based economies. In particular, research and policy ha...
Conference Paper
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Undoubtedly, recent technological advancement in smartphones has completely altered how information is accessed, shared, and created. Consumer purchase intentions and choice has recently been influenced by the emergence of disruptive innovation in smartphones. Recent advancement in technology has caused a major shift in the use of smartphones from...
Article
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Technological innovations are important sources of competitive advantage when there is a balanced rate of adoption that helps organisations maintain or improve performance levels. This paper synthesises and builds on efforts to conceptualise the adoption and implementation of technologically induced customer services in developing countries. Its po...
Chapter
Full-text available
The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has occurred in an era defined by technological revolution, which has created market disruptions, and there are implications for customer–brand relationships. Nonetheless, existing research has failed to acknowledge the impact of soci...
Chapter
Full-text available
The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has occurred in an era defined by technological revolution, which has created market disruptions, and there are implications for customer-brand relationships. Nonetheless, existing research has failed to acknowledge the impact of soci...
Chapter
Digital media literature suggests that social media has eased the process of conceptualizing the customer, inclusive of their perception of fairness in the recovery provision. This is because individuals in social media reveal personal information and engage in online conversation and online communities. However, the inherited risk in social media...
Chapter
Full-text available
The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits c...
Chapter
The development of new corporate governance codes calls for boardroom and top management diversity. Nonetheless, a lack of diversity in organisations is a worldwide situation that may vary from one country to another. This suggests that rather than relying upon established economies as a guideline, a more rounded understanding may emerge from studi...
Chapter
Gender is a concept that has evolved with time, varying its meaning and relevance regularly. Today, it manifests across many facets of life. Whilst theories of gender began as a device to categorise individuals and groups, these have evolved into a broad, complex system of identification to describe the uniqueness of the individual. Central to the...
Chapter
Full-text available
The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions, and there are implications for customer-brand relationships. Nonetheless, existing research has failed to acknowledge the impact of s...
Conference Paper
Full-text available
The advances in communication media have changed the way people search or share information. Social media are the two-way forms of communication that provide new opportunities to users to interact with each other on platforms to share ideas. This study analyses customer expectations and interactions through integrating social media and luxury fashi...
Conference Paper
Full-text available
The advancement of communication media has changed the way people search or share information. Social media enables the new way of communication. This paper integrates social media and luxury brand to analyse and respond to customer expectation and interaction. It contributes to extant knowledge and an understanding of consumer behavioral related i...
Article
Full-text available
Purpose A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications....
Article
To help managers better balance online service failures and recovery strategies, organisations are increasingly offering a variety of recovery programmes. Anecdotal reports suggest that organisations are experimenting with various recovery strategies, and particularly transitioning offline recovery strategies into the emerging technological tapestr...
Chapter
Full-text available
The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions and there are implications for customer–brand relationships. Nonetheless, existing research has failed to acknowledge the impact of so...
Conference Paper
Full-text available
Advances in modern Information and Communication Technologies (ICT) infrastructures have changed the way in which customer-firm interactions take place and the nature of the conduct of services. Computer and Internet technologies mean that services can be provided over long distances without the requirement for the physical presence of customers an...
Chapter
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The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to...
Conference Paper
Full-text available
Despite increased interest in open innovation strategy and its importance to many organizations, its adaptation has been erratic in SMEs in the food sector. Open innovation strategy has been successfully practiced in many high-tech and multinational enterprises as evidenced in the literature. Food sector SMEs face various complex challenges in the...
Conference Paper
Full-text available
Corporate Social Responsibility (CSR) is one of the most studied research topics worldwide has been applied to explore organisational behaviour, mainly in western cultural contexts. To date, the internal stakeholders of CSR (e.g. customers and employees) have been the main focus of research, while little attention has been given to external stakeho...
Conference Paper
Full-text available
This paper discusses online service failure-recovery and customer retention as strategies to facilitate satisfactory customer and provider experiences in the banking sector. In particular, the adverse effects of service failures and the positive impact of recovery strategies are examined. A number of observations are made with implications for cust...
Conference Paper
Full-text available
Prior studies illustrate only two strategic ways in which a disruptive innovation can emerge. In low-end markets, disruptive innovation provides substitutes for existing products with lower performance resulting in improvements.. On the other hand, in new markets, disruptive innovation provides completely different products but with initial lower p...
Poster
Full-text available
Book Review - Ozuem, W and Azemi (2018) Digital marketing strategies for fashion and luxury brands Kenneth Friedman Regis University, Denver, US
Article
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This paper addresses issues regarding prevalent values and themes in technologically induced environments in terms of planning, development, and implementation. Emerging themes (efficiency, usability, control, and security) are debated and developed in relation to underpinning values (quality, education, and reach/concern) which provide a comprehen...
Chapter
Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the...
Chapter
Social media has become an integrated part of everyday life, but its entry into the luxury goods industry has been far from easy. The use of social media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand...