Articles

In Focus: Marketing academic Emmanuel Mogaji

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Business School presents a new range of interviews and articles titled “In focus”. This is a great opportunity to get to know University of Greenwich academics and gain an understanding of their expertise and research fields. Research plays a huge part of our academics lives. Mission is to inspire society and the world through discovering, applying and sharing knowledge.

Meet - Emmanuel Mogaji.

Emmanuel Mogaji

Emmanuel during his book launch event, 2018 (Grebusiness Instgram Picture)

Emmanuel is a lecturer at The Greenwich Business School in Advertising and Digital Marketing communications, he joined the University of Greenwich in 2017. Emmanuel's main areas of interest are ABCDE of Marketing Communications – Advertising, branding, communications, digital, ethics. He has studied attitudes towards brands and advertising through various media channels such as print and social.

He believes in ''giving students the opportunity to learn by doing, to think outside the box and to challenge norms" 

If you are keen to increase your knowledge or simply have an avid interest in the marketing and advertising field, you should check Emmanuel's article about emotional disclosure advertising is a must read. His recent research covers emotional response to advertisement on Facebook.;

"How many times have we watched an advert on Facebook and been eager to make a comment about how much we liked it? Today, Facebook has become an integral part of our social life and companies are using this medium to reach out to us. This paper reports the analysis of Facebook users' comments on Lloyds Bank 250th Anniversary advertisement. The majority of Facebook users commented on how much they loved the advertisement. They could relate with the black horse; it brought back happy memories; the background music made some people cry, while the models caught the attention of others. The study indicated that as individuals, we can verbally report how we feel about an advertisement and the brand. In addition, the advertisers and brands can look through these comments and understand what is likely to appeal to consumers and assist in developing a more creative advertisement." 

You can find this and many more articles about marketing and advertising here.

If there is an area or academic, you would like to find more information on within the Business School contact us to create an "in Focus" for you!

Bus-markcoms@greenwich.ac.uk

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