Muyiwa Adekojede
Academic work

The academic work behind the strategy.

This side of the site brings together the research, teaching, and academic track record that shape how I think about consumer behaviour, digital marketing, and performance measurement. It is the more formal side of the work, but it still connects directly to how I approach real marketing decisions.

University of Lagos/Marketing instructor/500+ students taught
View PublicationsExplore Teaching
500+students taught across marketing, analytics, and case-based modules
6courses and course segments delivered across two institutions
2institutions where teaching, tutoring, and academic support have been delivered
Current research focus

Mobile Payment Adoption and Digital Marketing Performance: Role of Trust and Risk

Collecting primary data from youths across Nigeria on payment system selection and digital marketing actions. Plan to use regression analysis to identify key adoption drivers.

Status

Primary Data Collection Phase

Method

Regression Analysis (Planned), Primary Data Collection, Digital Marketing Integration

Overview

Research, teaching, and academic proof in one place.

Instead of spreading the academic work across disconnected sections, this route groups it into a clear sequence you can scan quickly.

01

Research agenda

This route brings the current quantitative work, adjacent qualitative studies, and the academic questions shaping how I think about consumer behaviour and digital marketing.

02

Teaching and supervision

It also covers classroom delivery, peer tutoring, and research support for undergraduate, MSc, and PhD-level work.

03

Profiles and resources

Publications, teaching pages, academic profiles, and the CV sit here so collaborators can verify the work quickly.

Current study

Mobile Payment Adoption and Digital Marketing Performance: Role of Trust and Risk

Ongoing independent research examining the relationship between trust, perceived risk, and mobile payment adoption among Nigerian youth. Study integrates digital marketing performance metrics to understand how payment system preferences influence online marketing engagement.

The study focuses on how trust, perceived risk, and payment-system choice shape online behaviour among Nigerian youths. It sits closest to the rest of my marketing work because it connects consumer decision-making with digital performance questions rather than treating them as separate worlds.

Why it matters

It is a cleaner way to study the link between payment confidence, digital trust, and marketing response in an emerging-market context.

Research areas

Consumer behaviorDigital marketingQuantitative marketingPerformance measurement and attributionInternational marketing
View Research Agenda
Featured research

Completed studies that show the wider research range.

The route is not only about the current quantitative study. These completed projects show the broader qualitative and institutional work already behind it.

QualitativeCompleted - Thematic Analysis Phase

Qualitative Thematic Analysis: Non-Conventional Uterotonics in Maternal Healthcare Systems

University of Lagos / April 2025

Manually extracted themes from interviews and imported data into NVivo for analyses with two-quote validation. Study reveals herbal medicine use during childbirth with unclear dosing causes heavy bleeding and infections.

Herbal medicine use during childbirth identified as prevalent practice
Unclear dosing protocols documented across respondents
Healthcare Systems & Consumer Behavior/Thematic Analysis, NVivo, Manual Theme Extraction
QualitativeCompleted - Analysis Phase

Thematic Analysis – Election Observation Study

University of Lagos / April 2025

Cleaned transcripts from six states, coded them using NVivo, and analyzed with three-respondent validation. Findings revealed a significant gap between election observer recommendations and actual reforms.

Significant gap identified between observer recommendations and actual policy reforms
Multi-state comparative insights on institutional processes
Institutional Analysis & Qualitative Research/Thematic Analysis, NVivo Coding, Multi-state Comparative Analysis
View All Research
Teaching and supervision

Academic delivery, not just academic claims.

The classroom work matters because it forces explanation, structure, and accountability. Teaching keeps the academic side practical instead of abstract.

Current teaching role

Marketing Instructor, Inspire Polytechnic, Lagos

Teaching marketing principles, online marketing strategy, and case-led sessions for undergraduate students.

Peer teaching and supervision

University of Lagos, 2019-2024

Tutored undergraduate and MSc students in statistics, marketing research methods, and quantitative analysis, while also supporting MSc and PhD research work.

Speaking and collaboration

Research, marketing, and consumer behaviour topics

Available for guest teaching, academic collaboration, supervision conversations, and speaking engagements around digital marketing performance and research design.

Methods and tools

The research stack behind the page.

The academic route should make the working methods legible, not bury them inside generic skills lists.

Quantitative work

  • Regression analysis
  • Chi-square and correlation testing
  • Survey design and field data collection
  • Marketing performance analysis

Qualitative work

  • Thematic analysis
  • Interview-based research
  • NVivo coding and validation
  • Institutional and healthcare studies

Tools and platforms

  • R
  • SPSS
  • Python
  • Stata
  • AMOS
  • SQL
  • Google Analytics
  • Meta Ads Manager
Academic resources

Profiles, pages, and the quickest next step.

If you want to verify the academic side properly, start with the publications page, the teaching page, or one of the external profiles below. If you want to discuss collaboration, supervision, or teaching, use the contact route or download the CV.

Contact for CollaborationDownload Academic CV

Research and publications

Review the wider archive of studies, working papers, and publication material.

Teaching work

See courses, classroom documentation, and the teaching side of the academic work.

Google Scholar

Check indexed academic visibility and publication records.

ResearchGate

Review the research profile and academic network presence.

ORCID

Use the ORCID profile as a persistent academic identifier.

LinkedIn

For broader academic and professional context outside the publication pages.