Wilson Ozuem

Bio

Professor Ozuem is widely recognized as one of the international leaders in the field of digital marketing and multichannel retailing. He has provided his expertise as an external consultant, expert witness, and collaborator to numerous corporations and professional services companies. He has co-authored and co-edited eight books and a monograph in digital marketing and has written several leading journal articles in the field of digital marketing and innovation, including the European Journal of Marketing, Internet Research, Journal of Business Research, Information Technology & People, Psychology & Marketing, Journal of Advertising Research, and many others. Prof. Ozuem has taught at several UK universities, including the University of Birmingham, Warwick University, City, University of London, University of Gloucestershire, University for the West of Scotland, and University of Wales Trinity Saint Davids. Wilson earned his BA from the University of Portsmouth, a Postgraduate Diploma from the University of Arts, London, an MBA from London Metropolitan University, an MA in Marketing Communications from the University of West London, an MEd from Open University UK, a Postgraduate Degree from the University of Cambridge, and his PhD in digital marketing from Anglia Ruskin University, UK

Professor Ozuem’s passion for research is rooted in the research questions that he is enthusiastic about, as well as his belief that there are still theoretically important and practice-relevant questions that have not been fully addressed in the field. His research has significant implications for the real world of individuals, businesses, and society, focusing on identifying and conceptualising the popularity of online brand communities and the reasons why they are so prominent today. His current goal is artificial intelligence (AI) and customer loyalty, with particular emphasis on the psychological processes underlying perceived personal control and how exercising control influences consumers' satisfaction and well-being. Another stream of research examines the interaction between dissatisfied customers and service failure as they influence the development and implementation of recovery strategies in high-performance firms, leading to the development of certain frameworks for recovering service failure and enhancing customer retention in luxury and fashion companies. Most recently, he has been focusing on creating and managing online brand communities, dissatisfied customers, and brand relationships connected with millennials, particularly on the moderating role of e-WOM on dissatisfied customers contingent on brand relationships. This research extends the concept of online brand communities into the context of brand relationships and customer brand engagement in the fashion and luxury industries.

Professor Ozuem is currently examining the role of influencers on dissatisfied customers by focusing on the adoption of online brand communities to build brand relationships. The current project focuses on identifying key factors that impact customers' reactions from observing content shared by social media influencers, including customers' level of trust in their brand-sponsored and non-sponsored content and the influencers' expressed attitude regarding endorsing the brand, as it attracts both positive and negative reactions from different customers concerning the influencers' involvement with the brands in question. The corollary to this research centres on how social media influencers may cultivate a positive brand attitude among their followers through ingratiation, a technique in which an individual attracts others through positive attributes that make them likeable in the eyes of their targets. Thus, a major facet of his current research involves the nexus between online brand communities, dissatisfied customers, and consumer brand engagement.

To view Professor Ozuem’s publications, click here.

Research outputs

Books/edited books

• Ozuem, W, Ranfagni, S and Willis, S (2023) Digital Transformation for Luxury and Fashion Brands: Theory and Practice, London: Palgrave Macmillan
• 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
• Bowen, G and Ozuem, W (2019) Leveraging Computer-mediated marketing environments, Hershey: IGI Global
• Ozuem, W and Azemi, Y (2018) Handbook of Digital Marketing Strategies for Fashion and Luxury brands, Hershey: IGI Global

Selected journal articles

• Ozuem, W, Ranfagni, S, Willis, M, Rovai, S and Howell, K (2023) Social media influencers, service failure and recovery strategies in the fashion industry: evidence from millennials, Information Technology and People (CABS 3*)
• Ozuem, W and Azemi, Y (2023) How Does Retargeting Work For Different Gen Z Mobile Users? Customer Expectations and Evaluations of Retargeting Via the Expectancy- Theory Lens, Journal of Advertising Research(CABS 3*)
• Kallevig, A, Ozuem, W, Willis, M, Ranfagni, S and Rovai, S (2023) Managing Creativity in the Age of Data-Driven Marketing Communication: A Model for Agencies to Improve Their Distribution and Valuation of Creativity, Journal of Advertising Research (CABS 3*)
• Naeem, Muhammad, Ozuem, Wilson, Howell, Kerry and Ranfagni, Silvia (2023) Understanding the adoption process of meanings, material, and competencies of mobile banking. Electronic Markets (CABS 2*)
• Anwar, S and Ozuem, W (2022) An integrated service recovery process for service failures: insights from systematic review. Qualitative Market Research: An International Journal (CABS 2*)
• Alsulaimani, A. and Ozuem, Wilson (2022) Understanding the role of transparency, participation, and collaboration for achieving open digital government goals in Oman. Transforming Government: People, Process and Policy (CABS 2*)
• Naeem, M. and Ozuem, W. (2022), "Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms", Qualitative Market Research, Vol. 25 No. 2, pp. 181-204 (CABS 2*)
• Naeem, M, Ozuem, W and Ward P (2022) Understanding the accessibility of retail mobile banking during Covid-19 pandemic, Journal of Retail and Distribution Management (CABS 2*)
• 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 ( CABS 2*)
• Ozuem, W, Willis, W and Howell, K (2022) Thematic analysis without paradox: sensemaking and context, Qualitative Market Research, Vol. 25 (1) (CABS 2*)
• Naeem, Muhammad and Ozuem, Wilson (2021) Customers’ social interactions and panic buying behaviour: insights from social media practices. Journal of Consumer Behaviour, 20 (5). pp. 1191-1203 (CABS 2*)
• 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 (CABS 3*)
• Naeem, M and Ozuem, W. (2021) Understanding social consumer fashion brand engagement journey: insights about reputed fashion brands. Journal of Brand Management (CABS 2*)
• 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 (CABS 3*)
• Naeem, M and Ozuem, W (2021) Exploring the relationships between social media misinformation, rumours and panic buying as a social practice during COVID-19 pandemic, Information Technology and People (accepted) (CABS 3*)
• 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 and Marketing Vol. 38 (9) (CABS 3*)
• Naeem, M and Ozuem, W (2021) Exploring the use of social media sites for health professionals’ engagement and productivity in public sector hospitals. Employee Relations, 43 (5). pp. 1029-1051 (CABS 2*)
• 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) (CABS 2*)

Conference papers

• Ozuem, W, Willis, M, Ranfagni, S and Rovai, S (2023) Examining the relationships between User-Generated Content, dissatisfied customers, and second- hand luxury fashion brands, American Marketing Association (AMA), Nashville, USA
• Ozuem, W, Willis, M, Ranfagni, S and Rovai, S (2022) Harnessing the value and customer archetypes of user-generated content in service recovery strategy, American Marketing Association (AMA Summer conference), Chicago: USA
• 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, Wilson, Rafangni, Silvia, Willis, Michelle and Rovai, Serena (2021) Unpacking the concept of influencers: the moderating role of Social Media Influencers in service failure recovery strategies. In: 2021 AMA Summer Academic Conference, August 4-6, 2021
• Ozuem, Wilson and Patten, Elena (2021) Exploring service quality perception in omnichannel retailing in the of case German fashion industry. In: 2021 European Marketing Academy, Summer Academic Conference, August 4-6, 2021
• Ozuem, Wilson, Willis, Michelle and Ng, Raye (2020) Determinants of the characteristics of online brand communities and millennials: Towards a re- conceptualisation. In: American Marketing Association (AMA) Summer Conference (2020), August 18-21st 2020
• 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
• 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
• Appiah, D, Ozuem, W and Howell, K (2017) Brand Switching in the Smartphone Industry: A Preliminary Study, In N. Delener et al (2017) Changing business environment: gamechangers, opportunities and risks, GBATA Book proceedings (ISBN: 1- 932917-13-6)
• Ayertey, S & Ozuem, W (2017) Linking Service Failures to Customer Satisfactions, In N. Delener et al (2017) Changing business environment: gamechangers, opportunities and risks, GBATA Book proceedings (ISBN: 1-932917-13-6)
• Patten, E & Ozuem, W (2017) The Notion of Omni-Channel Retailing in the Fashion Industry, In N. Delener et al (2017) Changing business environment: gamechangers, opportunities and risks, GBATA Book proceedings (ISBN: 1- 932917-13-6)
• Azemi, Y. and Ozuem, W. (2017) Online service failure and recovery strategies: A justice theory perspective’, Indiana Academy of Social Sciences Annual Conference, Indiana (USA)

Book chapters

• Ozuem, W and Willis, M (2021) Online brand communities, customer participation and loyalty in the luxury fashion industry: strategic insights, In Wilson Ozuem and Silvia Ranfagni (2021) The Art of Digital Marketing Strategies for Fashion and Luxury Brands: Marketspaces and Marketplaces, London: Palgrave
• Ranfagni, S and Ozuem, W (2021) Leveraging eWOM on service failure recovery strategy: an insight into the brand perspective, In Wilson Ozuem and Silvia Ranfagni (2021) The Art of Digital Marketing Strategies for Fashion and Luxury Brands: Marketspaces and Marketplaces, London: Palgrave
• Helal, G and Ozuem, W (2020) Social Media Ecosystems: The Millennial Brand Perspective, In Wilson Ozuem, Elena Patten and Yllka Azemi (2020) Harnessing Omnichannel retailing strategies for fashion and luxury brands, Florida: BrownWalker Press
• Willis, M, Ozuem, W and Ng, R (2020) Enhancing Online Brand Relationship Performance: Insights and Reflections, In Wilson Ozuem, Elena Patten and Yllka Azemi (2020) Harnessing Omnichannel retailing strategies for fashion and luxury brands, Florida: BrownWalker Press
• Azemi, Y, Ozuem, W and Hobson, A (2020) Navigating Luxury Brands Ecosystems: Evidence from conceptual marketing, In Wilson Ozuem, Elena Patten and Yllka Azemi (2020) Harnessing Omnichannel retailing strategies for fashion and luxury brands, Florida: BrownWalker Press
• Xu, J and Ozuem, W (2020) Building Brands Together: Online Brand Community and Commitment in the Luxury Fashion industry, In Wilson Ozuem, Elena Patten and Yllka Azemi (2020) Harnessing Omnichannel retailing strategies for fashion and luxury brands, Florida: BrownWalker Press
• Helal, G and Ozuem, W (2019) Social Media and Social Identity in the Millennial Generation, In Gordon Bowen and Wilson Ozuem (2019) Leveraging computer- mediated Marketing Environments, Hershey: IGI
• Azemi, Y and Ozuem, W (2019) Online Service Failure: Understanding the Building Blocks of Effective Recovery Strategy, In Gordon Bowen and Wilson Ozuem (2019) Leveraging computer- mediated Marketing Environments, Hershey: IGI
• Appiah, D, Ozuem, W and Howell, K (2019) Disruptive Technology in the Smartphones Industry: Identity Theory Perspective, In Gordon Bowen and Wilson Ozuem (2019) Leveraging computer- mediated Marketing Environments, Hershey: IGI
• Ozuem, W (2017) Digital Marketing, In Geoff Lancaster and Lister Massigham (2018) Essentials of Marketing Management, London: Routledge
• Ozuem, W & Azemi Y (2018) Online service failure and recovery strategies in luxury brands: a view from justice theory, in Wilson Ozuem and Yllka Azemi (2018) Handbook of Digital Marketing for fashion and luxury brands, Hershey: IGI
• Ayertey, S & Ozuem, W (2018) Developing a compelling online recovery strategy: implications for the fashion clothing industry, in Wilson Ozuem and Yllka Azemi (2018) Handbook of Digital Marketing for fashion and luxury brands, Hershey: IGI
• Hickman, MK, Ozuem, W & Okoya, J (2018) Gender fluidity in the age of technologically mediated environments: implications for fashion industry, in Wilson Ozuem and Yllka Azemi (2018) Handbook of Digital Marketing for fashion and luxury brands, Hershey: IGI
• Helal, G, & Ozuem, W (2018) Social identity matters: social media and brand perceptions in the apparel and accessories industries, in Wilson Ozuem and Yllka Azemi (2018) Handbook of Digital Marketing for fashion and luxury brands, Hershey: IGI
• Ozuem, W, Pinho, C and Azemi, Y (2016) User-generated content and perceived customer value. In Wilson Ozuem and Gordon Bowen (2016) Competitive Social Media Strategies, Hershey: IGI
• Azemi, Y and Ozuem, W (2016) Online Service Failure and Recovery Strategy: The mediating role of social media. In Wilson Ozuem and Gordon Bowen (2016) Competitive Social Media Strategies, Hershey: IGI
• Ozuem, W, Lancaster, G and Sharma, H (2016) In Search of Balance between Talent Management and Employee Engagement in Human Resource Management, In Ana María Lucia Casademunt (2016) Strategic Labor Relations Management in Modern Organizations, Hershey: IGI
• Ozuem, W and Mullo, B (2016) Basics of Mobile Marketing. In Wilson Ozuem and Gordon Bowen (2016) Competitive Social Media Strategies, Hershey: IGI
• Stokinger, E and Ozuem, W (2016) The Intersection of social media and customer retention in the luxury beauty industry. In Wilson Ozuem and Gordon Bowen (2016) Competitive Social Media Strategies, Hershey: IGI
• Ozuem, W and Lancaster, G (2015) Examining the Dynamics of Value Propositions in Digital Books: A Social Constructivist Perspective, In Victor C. X. Wang (2015) Handbook of Research on Scholarly Publishing and Research Methods, Hershey: IGI
• Sung, E and Ozuem, W (2015) Customer-Perceived Value of Medical Tourism, In Macolm Cooper, Kazem Vafadari, Mayumi Hieda (2015) Current Issues and Emerging Trends in Medical Tourism, Hershey: IGI
• Bozhilov, M and Ozuem, W (2015) Organisational Structure in Small and Medium Enterprises, In Neeta Baporikar (2015) Handbook of Research on Entrepreneurship in the Contemporary Knowledge-Based Global Economy, Hershey: IGI
• Ozuem, W and Lancaster, G (2014) Reframing Corporate Social Responsibility in Developing Countries: A Context-Driven Perspective, In Ariwa Ezendu (2014) Green Technology Applications for Enterprise and Academic Innovation, Hershey: IGI
• Ozuem, W and Ansarin, M (2014) Social Media and online brand communities, In Bowen, G and Ozuem, W (2014) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Borrelli, M (2014) Consumer attitudes toward online game purchases, In Bowen, G and Ozuem, W (2014) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Azemi, Y (2014) Social media and SMEs in transition countries, In Bowen, G and Ozuem, W (2014) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Stokinger, E (2014) Social media and customer retention in the luxury fashion sector, In Bowen, G and Ozuem, W (2014) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Yankova, I (2014) Social media and its implications for marketing communications, In Bowen, G and Ozuem, W (2014) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Prasad, J (2014) Facets and Dimensions of social gambling, In Bowen, G and Ozuem, W (2015) Computer-mediated marketing strategies: social media and online brand communities, Hershey: IGI
• Ozuem, W and Sarsby, N (2014) Value creation through heterogeneous cultural team- based environments: a multi-lens UK perspective, in Erbe, N (2014) Approaches to managing organisational diversity and innovation, Hershey; IGI- Global
• Ozuem, W and O’Keffee, A (2014) Towards Leadership Marketing: An Exploratory and Empirical Study, In Irene Samanta (2014) Strategic Marketing in Fragile Economic Conditions, Hershey: IGI
• Ozuem, W and Limb, N (2014) How is Internal Marketing Understood? An Examination of Stakeholder Perspective, In Irene Samanta (2014) Strategic Marketing in Fragile Economic Conditions, Hershey: IGI
• Ozuem, W and Thomas, T (2014) Inside the Small Island Economies: Loyalty Strategies in the Telecommunications Sector, In Bryan Christiansen (2014) Handbook of Research on Global Business Opportunities, Herhey: IGI
• Ozuem, W and Prasad, J (2014) Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling, in R. Gulay Ozturk (2014) Handbook of Research on the Impact of Culture and Society on the Entertainment Industry, Hershey: IGI
• Ozuem, W and Lancaster, G (2014) Service failure and recovery strategies in on-line environments, Hershey (USA): Idea Group, In Ali Ghorbani (2014) Marketing in Cyber Era: Strategies and Emerging Trends, Hershey: Idea Group
• Ozuem, W (2014) Classroom Questioning: Transitioning to Learners’ Centred Questions, In Victor Wang (2014) Andragogical and Pedagogical Methods for Curriculum and Programme Development, Hershey: IGI Global
• Ozuem, W and Tan, K (20 14) Reconciling Social Media with Luxury Fashion Brands: An exploratory study. In Aiello, L (2013) Management of Cultural Products: E- Relationship Marketing and Accessibility Perspective. Hershey: IGI Publications
• Ozuem, W and Lancaster, G (2012) Technology-induced customer services in the developing countries, in N. Delener (2012) Service Science Research, Strategy, and Innovation: Dynamic Knowledge Management Methods, Hershey USA: IGI GLOBAL
• Ozuem, W, Howell, K, and Lancaster, G (2011) From Monolithic model to omnidirectional model: A revolution in Interaction, in E. Biakolo, J.T Tsaaior, Tam-George, A and Agina, A (eds) Journalism and New Media Technologies in Africa, Lagos: Concept Publications (ISBN: 9788406874)