Publication and Research

Research isn't about publishing for the sake of publishing. It's about answering questions that matter.

My research examines consumer decision-making in complex, multi-channel marketing environments. I investigate how consumers integrate information across touchpoints, how marketers can causally identify channel effectiveness, and how cultural factors shape these processes in emerging markets.

This page documents my research agenda, methodologies, and published work spanning qualitative, quantitative, and mixed-methods studies in healthcare systems, consumer behavior, and emerging markets research. Each study contributes both theoretical understanding and practical insights applicable to real marketing challenges.

Total Publications

Qualitative Studies

Quantitative Studies

Mixed Methods

2023-2025

Years Active

Research Agenda

My research program centers on two interconnected themes: understanding consumer decision-making in multi-channel environments, and developing rigorous methods for measuring marketing effectiveness in emerging markets.

These aren't separate pursuits - they're deeply connected. Understanding how consumers think drives better measurement. Better measurement reveals gaps in my understanding of consumer behavior.

Consumer Journey Analytics & Multi-Touch Attribution

Most marketing operates in multi-channel environments. Consumers see your ad on Facebook, search on Google, read reviews, visit your site three times, then convert. Which touchpoint deserves credit? How do consumers actually integrate information across these channels?

Research Questions:

• How do consumers integrate information across digital touchpoints?
• What psychological mechanisms drive multi-touch attribution model performance?
• How can marketers causally identify channel effectiveness in observational data?

Methodological Approach:

Causal inference methods (experimental design, difference-in-differences), attribution modeling, machine learning for pattern identification in customer journey data.

Practical Application:

Building attribution models that reflect actual consumer decision-making processes, not just convenient mathematical formulas.

Consumer Behavior in Emerging Markets

Emerging markets aren't just "developing" markets with worse infrastructure. They're fundamentally different contexts where cultural schemas, institutional trust, and resource constraints shape consumer decision-making in unique ways.

Research Questions:

• How do cultural schemas and institutional contexts shape consumer decision-making in resource-constrained environments?
• What drives innovation adoption when information is incomplete or contradictory?
• How do trust mechanisms operate differently across market contexts?

Methodological Approach:

Mixed methods combining qualitative approaches (thematic analysis, interviews) with quantitative methods (surveys, quasi-experimental designs) to understand both mechanism and magnitude.

Practical Application:

Marketing strategies that work in Western markets often fail in emerging markets - this research explains why and suggests adaptations.

Complete Publication List

Chronological listing of all research projects, publications, and academic work

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

Muyiwa Adekojede • 2025 • University of Lagos

Submitted for Review

Qualitative Research•Pending Assignment

This study examines the prevalence and implications of herbal medicine use during childbirth in maternal healthcare systems. Through thematic analysis of interview data, we document how unclear dosing protocols contribute to post-partum complications including heavy bleeding and infections.

maternal healthherbal medicinethematic analysishealthcare systems

Publication Pending

Election Observer Recommendations and Policy Implementation: A Multi-State Analysis

Muyiwa Adekojede • 2025 • University of Lagos

Under Review

Institutional Analysis•Pending Assignment

Multi-state qualitative study examining the implementation gap between election observer recommendations and actual institutional reforms. Analysis of transcripts from six states reveals systematic barriers to policy adoption and areas for institutional strengthening.

institutional reformpolicy implementationelection governancemulti-state analysis

Publication Pending

Drivers of Medical Device Reusage in Healthcare Settings: A Qualitative Investigation

Muyiwa Adekojede • 2024 • University of Lagos

Submitted - PLOS One

Qualitative Research•Pending Assignment

This research investigates the cultural, financial, and institutional factors driving medical device reusage in healthcare facilities. Conducted following PLOS publication guidelines, the study reveals how trust in healthcare institutions and financial constraints shape device reuse practices.

device reusagehealthcare practicesqualitative researchPLOS guidelines

Publication Pending

Medical Devices Reusage Across Dual Healthcare Locations: Cultural and Institutional Factors

Muyiwa Adekojede • 2024 • University of Lagos

Completed & Archived

Mixed Methods Research•Thesis Archive - University of Lagos

Undergraduate honors thesis examining medical device reusage practices across two different healthcare facility contexts. Mixed methods approach combining qualitative interviews and observational data reveals how cultural schemas, financial constraints, and institutional trust influence healthcare practices.

mixed methodshealthcare practicescultural factorsdevice reusage

Publication PendingDownload Thesis

Determinants of Youth Drug Abuse: A Statistical Analysis of Peer Influence, Family Background, and Socio-Economic Factors

Muyiwa Adekojede • 2023 • University of Lagos

Faculty-Supervised Analysis

Quantitative Research•Pending Assignment

Comprehensive quantitative analysis of factors determining youth substance abuse patterns. Pearson correlation analysis of 200 respondents identified peer influence, family background, and socio-economic status as significant predictors (all p < 0.05).

drug abuseyouth behaviorquantitative analysisstatistical modeling

Publication Pending

Barriers to Prostate Cancer Screening: Demographics, Facility Availability, and Cost as Determinants

Muyiwa Adekojede (Statistical Supervisor) • 2023 • University of Lagos

Master's Thesis - Statistical Supervision

Quantitative Research•Master's Thesis

Statistical analysis of prostate cancer screening adoption among 147 respondents. Chi-square analysis revealed that cost barriers (χ²(2)=33.3763), facility availability (χ²(2)=10.7736), and demographics (χ²(2)=13.325) all significantly influence screening behavior.

prostate cancerscreening behaviorchi-square analysishealthcare access

Publication Pending

Sexual Health Behaviors and Risk Factors: A Multi-Faculty University Study

Muyiwa Adekojede (Co-Researcher) • 2023 • University of Lagos

Completed

Quantitative Research•Pending Assignment

Large-scale quantitative research examining sexual health behaviors across university population (N=551). Chi-square analysis found no significant associations between social factors and risky sexual behaviors, suggesting complex multi-factorial determinants.

sexual healthuniversity studentsbehavioral factorshealth research

Publication Pending

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

Muyiwa Adekojede • 2025 • Independent Study

Data Collection Phase

Quantitative Research (In Progress)•Expected 2025

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

mobile paymentstrustdigital marketingconsumer behavior

Publication Pending

Research Streams

Healthcare Systems & Qualitative Research

Research focusing on healthcare practices, device reusage, maternal health, and healthcare decision-making in emerging markets. Emphasis on qualitative methodologies (thematic analysis, interview methods) to understand the "why" behind healthcare behaviors.

Key Insight: Healthcare providers in resource-constrained settings make rational decisions given institutional constraints - policy interventions must address those constraints, not just provider behavior.

Consumer Behavior & Quantitative Analysis

Quantitative investigations of consumer decision-making patterns, behavioral determinants, and statistical analysis of risk factors and protective factors across populations.

Key Insight: Consumer behaviors are multi-factorial - single-variable explanations (e.g., "it's all about price") rarely hold up under rigorous statistical testing.

Digital Marketing & Consumer Adoption

Research examining digital marketing adoption, mobile payment systems, online consumer behavior, and the role of trust and perceived risk in technology adoption.

Key Insight: Trust and perceived risk aren't just "nice to have" - they're fundamental mediators of consumer adoption decisions in digital environments.

Institutional Analysis

Qualitative analysis of institutional processes, policy implementation, governance structures, and the gap between recommendations and actual reforms in organizational contexts.

Key Insight: Institutional change requires addressing political and structural barriers, not just technical improvements.

Interested in Research Collaboration?

Available for research partnerships, statistical consultation, and academic collaborations in marketing, consumer behavior, and healthcare research.

If you're:

Academic Researcher

looking for co-authorship opportunities

Graduate Student

needing statistical consultation for thesis/dissertation

Organization

seeking rigorous research on consumer behavior or marketing effectiveness

Journal Editor

interested in my research for publication

Let's connect. I bring both methodological rigor and practical application perspective to research collaborations.

Get in Touch