Wilson Ozuem
Biographic Data
| ID | 260278 |
|---|---|
| NAME | Wilson Ozuem |
| GIVEN NAMES | Wilson |
| FAMILY NAME | Ozuem |
| SIGNATURE | OZUEM W |
| AFFILIATIONS | University of Cumbria |
| ORCID | 0000-0002-0337-1419 |
| VERIFIED | Yes |
| TOTAL WORKS | 14 |
| TOTAL CITATIONS | 210 |
| AUTHOR COUNT | 9 |
| EDITOR COUNT | 5 |
| FIRST PUBLICATION YEAR | 2015 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Paid search advertising across stages of the customer shopping journey
Purpose Advertisers utilize paid search ads and bid on the branded keywords of companies that are ranked organically in search results to acquire customers from their competitors. Understanding of the actual effect of the advertisers on organically ranked companies is vague and underdeveloped. As a response, this study examines the impact of paid search ads on organically ranked companies. Design/methodology/approach Drawing on a social construct…
Sustainable Digital Marketing for Fashion and Luxury Brands
User Generated Content and Brand Engagement
This study investigates the complex interplay of semiotics and symbolic interactionism in shaping customer perceptions and buying behaviours on luxury fashion brands’ pages on Instagram. Existing research predominantly focuses on the quantitative aspects of social media influence, which leaves a research gap in understanding the qualitative nuances of these social interactions. This study addresses this gap by exploring how consumers interpret an…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Examining the role of social media influencers in service failure and recovery strategies
Purpose Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Design/methodology/approach Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European co…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Sustainable Marketing, Branding and CSR in the Digital Economy
Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace.Desp…
Examining user-generated content, service failure recovery and customer–brand relationships
Purpose User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship. Design/methodology/ap…
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Understanding misinformation and rumors that generated panic buying as a social practice during Covid-19 pandemic
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 interpretation and can help to develop a context specific research framework. Findings The shared mi…
The Art of Digital Marketing for Fashion and Luxury Brands
Service quality in multichannel fashion retailing
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 service to such customers. The purpose of this paper is to contribute to the interpretation of multi…
Leveraging Computer-Mediated Marketing Environments
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketin…
Computer-Mediated Marketing Strategies
Facebook has been one of the popular social network sites (SNS) in recent years. With an increasing number of consumer groups using SNS, an understanding of how it is perceived by consumers and consumer attitudes and behaviours towards its advertising becomes useful for businesses, in particular for those mobile phone companies that encounter consumer tastes in favouring technologically innovative products. Furthermore, greater attention needs to…
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Computer-Mediated Marketing Strategies
Facebook has been one of the popular social network sites (SNS) in recent years. With an increasing number of consumer groups using SNS, an understanding of how it is perceived by consumers and consumer attitudes and behaviours towards its advertising becomes useful for businesses, in particular for those mobile phone companies that encounter consumer tastes in favouring technologically innovative products. Furthermore, greater attention needs to…
Leveraging Computer-Mediated Marketing Environments
Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketin…
Service quality in multichannel fashion retailing
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 service to such customers. The purpose of this paper is to contribute to the interpretation of multi…
The Art of Digital Marketing for Fashion and Luxury Brands
Understanding misinformation and rumors that generated panic buying as a social practice during Covid-19 pandemic
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 interpretation and can help to develop a context specific research framework. Findings The shared mi…
Sustainable Marketing, Branding and CSR in the Digital Economy
Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers purchase decisions in dynamic digital marketing environments. Scholars and practitioners conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace.Desp…
Examining user-generated content, service failure recovery and customer–brand relationships
Purpose User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship. Design/methodology/ap…
A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research
Thematic analysis is a highly popular technique among qualitative researchers for analyzing qualitative data, which usually comprises thick descriptive data. However, the application and use of thematic analysis has also involved complications due to confusion regarding the final outcome's presentation as a conceptual model. This paper develops a systematic thematic analysis process for creating a conceptual model from qualitative research findin…
Examining the role of social media influencers in service failure and recovery strategies
Purpose Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies. Design/methodology/approach Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European co…
Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis
The concept of saturation in qualitative research is a widely debated topic. Saturation refers to the point at which no new data or themes are emerging from the data set, which indicates that the data have been fully explored. It is considered an important concept as it helps to ensure that the findings are robust and that the data are being used to their full potential to achieve the research aim. Saturation, or the point at which further observ…
Sustainable Digital Marketing for Fashion and Luxury Brands
User Generated Content and Brand Engagement
This study investigates the complex interplay of semiotics and symbolic interactionism in shaping customer perceptions and buying behaviours on luxury fashion brands’ pages on Instagram. Existing research predominantly focuses on the quantitative aspects of social media influence, which leaves a research gap in understanding the qualitative nuances of these social interactions. This study addresses this gap by exploring how consumers interpret an…
Thematic Analysis in an Artificial Intelligence-Driven Context
Although a substantial body of research has explored the application of thematic analysis within qualitative enquiry, considerable variation remains regarding how scholars might operationalise the method. More importantly, the advent of generative artificial intelligence (AI) has introduced additional complexity to the expanding corpus of secondary data. The volume and evolving characteristics of AI-generated content necessitate a critical re-eva…
Paid search advertising across stages of the customer shopping journey
Purpose Advertisers utilize paid search ads and bid on the branded keywords of companies that are ranked organically in search results to acquire customers from their competitors. Understanding of the actual effect of the advertisers on organically ranked companies is vague and underdeveloped. As a response, this study examines the impact of paid search ads on organically ranked companies. Design/methodology/approach Drawing on a social construct…
Digital Marketing and Social Media (9 works) · Business (8 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Computer Science (5 works) · Advertising (4 works) · Marketing (4 works) · Political science (4 works) · Customer Service Quality and Loyalty (3 works) · Marketing (3 works) · Originality (3 works)