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Dr Wilson Ozuem

Associate Professor in Management

Faculty:
Faculty of Business and Law
School:
Management
Location:
Chelmsford
Areas of Expertise:
Marketing , Research methodology , Innovation
Research Supervision:
Yes
Dr Ozuem is a social constructivist who works in the area of computer-mediated marketing environments and social influence.

Background

Wilson Ozuem's general area of expertise lies in digital marketing and innovation management. His specific research interest is: understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. His research on these topics seeks to shed light on issues relating to the interplay between computer-mediated marketing environments and consumer-brand engagement. Dr Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, International Journal of Market Research and many others.

Research interests

  • Digital Marketing
  • Innovation Management
  • Social Media
  • Marketing
  • Fashion Marketing
  • Online Brand Communities
  • Social Influence
  • Social Constructionism
  • Luxury Brands

Areas of research supervision

Wilson has successfully supervised 30 PhD/DBA students. I welcome potential students in the following areas:

  • Online brand communities
  • Social media influencers
  • Content marketing
  • Consumer brand engagement
  • Online service failure and recovery strategies
  • Digital marketing
  • New product development
  • CSR and brand perceptions

Teaching

  • Research methodology
  • Digital marketing
  • E-business
  • Innovation management
  • Marketing management
  • Social media marketing
  • Fashion marketing
  • Luxury brands marketing

Qualifications

PhD (Digital Marketing) Anglia Ruskin University

Postgraduate Degree (Educational Enquiry) University of Cambridge

MBA (Information Management) London Metropolitan University

MEd (Educational Leadership and Management) Open University, UK

MA (Marketing) University of West London

Postgrad Dip (Retail Management) University of the Arts, London

BA (Busines) University of Portsmouth

Memberships, editorial boards

Senior Fellow, HEA

Fellow Chartered Institute of Marketing (FCIM)

Co-country Chair, Global Business and Technology Association (GBATA)

Member, American Marketing Association (AMA)

Member, European Marketing Academy (EMA)

Selected recent publications

Books

Ozuem, W and Willis, M (2022) Digital Marketing Strategies for value co-creation: Online Brand Communities, London: Palgrave Macmillan

Ozuem, W and Rafangni, S (2021) The Art of Digital Marketing for Luxury and Fashion Brands: marketspaces and marketplaces, London: Palgrave Macmillan

Ozuem, W, Patten, E and Azemi, Y (2020) Harnessing Omnichannel retailing strategies for fashion and luxury brands, Florida: BrownWalker Press

Journal Articles

Azemi, Y, Ozuem, W, Wiid, R and Hobson, A (2022) Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels, Journal of Retailing and Consumer Services

Ozuem, W, Willis, W and Howell, K (2022) Thematic analysis without paradox:sensemaking and context, Qualitative Market Research, Vol. 25 (1)

Frehse, E, Ozuem, W, Howell, K and Lancaster, G (2022) Exploring the relationship between integrated marketing communications and decentralised organisational structure: a heuristics perspective, Qualitative Market Research

Ozuem, W, Willis, M, Howell, K, Lancaster, G and Ng, R (2021) Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective, Psychology and Marketing, Vol. 38 (5) pp. 794 -818

Ozuem, W, Willis, M, Howell, K, Helal, G, and Lancaster, G (2021) Differential effects of Millennial online brand community and customer loyalty in the fashion industry, Psychology and Marketing, Vol 38 (5) pp. 774- 793

Naeem, M and Ozuem, W (2021) Exploring the relationships between social media misinformation, rumors and panic buying as a social practice during COVID-19 pandemic, Information Technology and People

Ozuem, W, Ranfagni, S, Willis, M, Rovai, S; and Howell, K (2021) Exploring customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: an actor–network theory perspective, Psychology & Marketing, Vol. 38 (9) 

Datson, P and Ozuem, W, Howell, K and Lancaster, G (2021) Beyond the game: perceptions and practices of Sports Sponsorship in German SMEs,Qualitative Market Research  Vol. 24 (5)

Brierley, G, Ozuem, W and Lancaster, G (2020) Subconscious Marketing Communication Techniques and Legal Implications, Journal of Decision Systems, Vol. 29 (2)

Naeem, M and Ozuem, W (2020) Developing social brand engagement model: insights from diverse consumers, Journal of Consumer Behavior  Vol. 20 (2)

Azemi, Y, Ozuem, W and Howell, K.E (2020) The effect of severity of negative word of mouth (ewom): a frustration–aggression perspective, Psychology and Marketing  Vol. 37 (4)

Patten, E, Ozuem, W and Howell, K (2020) Service quality in multichannel fashion retailing: an exploratory study, Information Technology and People, Vol 33 (4)

Patten, E and Ozuem, W (2020) Minding the competition: the drivers for multichannel service quality in fashion retailing, Journal of Retailing and Consumer Services       

Ozuem, W, Howell, K.E and Lancaster, G (2019) The impact of digital books on marketing communications, Journal of retailing and consumer services Vol. 50  pp.131-137

Appiah, D, Ozuem, W, Howell, K and Lancaster, G (2019) Building resistance to brand switching during disruption in the smartphones industry: an identity theory perspective, Journal of Retailing and Consumer Services Vol. 50 pp. 249-257

Appiah, D., Ozuem, W., Howell, E. K., Lancaster, G. (2019). Brand Switching and   Consumer Identification with Brands in the Smartphones Industry. Journal of Consumer Behaviour, Vol. 18 (6) pp. 463 -473

Azemi, Y, Ozuem, W, Lancaster, G and Howell, K (2019) An exploratory journey towards research and practice of online service failure and recovery strategies, Journal of Business Research,Vol. 94 pp. 420-431

Ozuem, W, Howell, K and Lancaster, G (2019) Consumption and communication perspectives of IT in the developing economy, Technology Analysis and Strategic Management journal, Vol. 31, (8) pp. 929-942

Halel, G, Ozuem, W and Lancaster, G (2018) Social media brand perceptions of millennials in the fashion apparel and accessories industries: a social identity perspective, Journal of Retail and Distribution Management, 46 (10). pp. 977­998

Ozuem, W, Howell, K and Lancaster, G (2018) Developing technologically induced  environments: the case of the Nigerian banking sector, Journal of Financial Services Marketing, 23(1), 50–61

Azemi, Y, Ozuem, W and Lancaster, G (2020) >Service failure and recovery strategies in the Balkans: an exploratory study, International Journal of Qualitative Market Research, Vol. 22 No. 3, pp. 472-496

Ozuem, W, Prasad, J and Lancaster, G (2018) Exploiting online social gambling for marketing communications, Journal of Strategic Marketing, Vol. 26, No 3

Ozuem, W, Limb, N, and Lancaster, G (2018) Exploring the locus of Internal Marketing, Journal of Strategic Marketing, Vol. 26 (4)

Ozuem, W, Howell, K, and Lancaster, G (2017) An exploration of consumers’ response to online service recovery initiatives International Journal of Market Research, Vol. 54, No1

Recent presentations and conferences

Ozuem, W, Ranfagni, S, Willis, M, Howell, K and Rovai, S (2022) Determinants of customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: the difficulties of transition, American Marketing Association (AMA), Las Vegas: USA
Ozuem, W, Ranfagni, S, Willis, M and Rovai, S (2021) User-generated content, service failure and recovery strategies in the fashion industry: the need for a hybrid approach, American Marketing Association, Florida: USA
Ozuem, W, Willis, M and Ng, R (2020) How do online brand communities generate customer loyalty in the fashion industry? European Marketing Academy conference, Budapest, Hungary
Rovai, S, Rafangni, S, Ozuem, W and Willis, M (2020) Fashion luxuriousness in advertising: the role of made in Italy and heritage on the new face of luxury, Global Alliance of Marketing & Management Associations (GAMMA) conference, Gyeongnam, South Korea
Ozuem, W, Willis, M and Ng, R (2020) Determinants of online brand communities’ and millennials’ characteristics: Towards a re-conceptualisation, American Marketing Association, San Francisco
Azemi, Y and Ozuem, W (2019) The effect of severity of negative word of mouth (ewom): an aggression –frustration perspective, American Marketing Association conference, Chicago
Ozuem, W and Rafangni, V (2019) Fashion Luxury Brands and Digital Ecosystems: A New Strategic Frontier, Innovative Development of E-commerce and Logistics, ICIDEL, Zhengzhou, China
Md Nazmul Islam and Ozuem, W (2019) The impact of social media on social entrepreneurship in a developing country, 24th UK Academy for Information Systems International Conference, University of Oxford, Oxford
Appiah, D and Ozuem, W (2019) Effects of Innovative Patterns of Smartphones on Brand Switching, 24th UK Academy for Information Systems International Conference, University of Oxford, Oxford
Rai, D and Ozuem, W (2019) Exploring the relationship between online service failure, recovery strategies and customer satisfaction, 24th UK Academy for Information Systems International Conference, University of Oxford, Oxford
Appiah, D and Ozuem, W (2019) Brand Switching: Background to Contestable Customer-Brand Relationships, In N. Delener et al (2017) Changing business environment: gamechangers, opportunities and risks, GBATA Book proceedings
Xu, J and Ozuem, W (2018) Bridging the Virtual and the Real: Social Media and customer Engagement in the Luxury Fashion Brands, 4th Innovative Development of E-commerce and Logistics, ICIDEL, Zhengzhou, China