IGI Global Exploring the Dynamics of Consumerism in Developing Nations (Advances in Marketing, Customer Relationship Management, and E-services)

As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers. About the Author Dr Ayantunji Gbadamosi {(Bsc (Hons), Msc, PhD, FHEA, FCIM, FCMI} is the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. Dr `Tunji Gbadamosi has several research outputs in the form of Journal articles, chapters in edited books, co-edited books, monograph, conference papers, and Case studies. His papers have been published in a variety of refereed journals including Journal of Brand Management, Thunderbird International Business Review, International Journal of Market Research, International Journal of Retail and Distribution Management, Marketing intelligence and Planning, Social Marketing Quarterly, Nutrition and Food Science, Young Consumers, Journal of Fashion Marketing and Management, Society and Business Review, International Journal of Consumer Studies, The Marketing Review, International Journal of Small Business and Enterprise Development, Entrepreneurship and Regional Development, International Journal of Entrepreneurship and Innovation, Journal of Management Development, Industry and Higher Education, and Journal of Place Branding and Public Diplomacy. He is the author of the book entitled Low-income Consumer Behaviour and the editor of Young Consumer Behaviour (Routledge, 2018) and The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016). His co-edited books are: (a) Principles of Marketing – A Value-Based Approach (Palgrave, 2013), and (b) Entrepreneurship Marketing: Principles and Practice of SME Marketing (Routledge 2011). Dr Gbadamosi is a member of the editorial board of several academic journals. He has supervised several undergraduate and postgraduate students including PhD students to successful completion and served as an examiner for several doctorate degree examinations. He is the current Programme Chair of the International Academy of African Business Development (IAABD). His research interests are in the areas of Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications. He is the author of the paper entitled `Symbolic Consumption among Black African Women in the UK’ that won the EMERLAD Best paper award at the International Academy of African Business Development (IAABD) 2014. He is listed in who’s who in the World