Nyagadza, Brighton

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Contact

profile_image:

Name:

Nyagadza, Brighton

Email:

b.nyagadza@yorksj.ac.uk

Department:

YSJ London

Biography

Expertise:

Digital Marketing, Marketing, Innovation, Digital Technology, Entrepreneurial Marketing

Job title:

Lecturer In Business Management (Digital Marketing)

Qualifications:

Prof. Dip. In Marketing (CIM), B.Com (Marketing), M.Com (Marketing Strategy), Ph.D In Marketing

My Latest

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Bashar, Abu, Tafadzwa Maziriri, Eugine and Alkadash, Tamer M. (2026) Metaverse futures: Policy, power and the digital media landscape. Journal of Digital Media & Policy, 17 (2). pp. 191-197.
Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Bashar, Abu ORCID: https://orcid.org/0000-0003-1415-5591, Maziriri, Eugine Tafadzwa ORCID: https://orcid.org/0000-0002-8047-4702 and Alkadash, Tamer M. ORCID: https://orcid.org/0000-0002-5012-4170 (2026) How do brands exploit behavioural data in virtual spaces and what regulations curb manipulative practices? Journal of Digital Media & Policy, 17 (2). pp. 323-338.
Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Bashar, Abu ORCID: https://orcid.org/0000-0003-1415-5591, Chuchu, Tinashe ORCID: https://orcid.org/0000-0001-7325-8932, Chipfumbu, Colletor Tendeukai ORCID: https://orcid.org/0000-0001-6933-9246, Durrah, Omar ORCID: https://orcid.org/0000-0002-8923-9450, Alkhalaf, Taher ORCID: https://orcid.org/0000-0002-8765-4538, Takunda Chiwaridzo, Option ORCID: https://orcid.org/0000-0001-9755-9123, Dzingirai, Mufaro ORCID: https://orcid.org/0000-0002-1518-8275, Munyavhi, Archeford ORCID: https://orcid.org/0009-0003-8120-9227, Ahmad, Khalil ORCID: https://orcid.org/0000-0001-8951-2640, Mabuyana, Brian ORCID: https://orcid.org/0000-0002-6773-4565, Mhlanga, David ORCID: https://orcid.org/0000-0002-8512-2124, Mutodi, Knowledge ORCID: https://orcid.org/0009-0003-0162-3445, Chibaro, Munyaradzi ORCID: https://orcid.org/0000-0002-4139-5139, Manyanga, Wilbert ORCID: https://orcid.org/0000-0002-6710-0140, Skandali, Dimitra ORCID: https://orcid.org/0009-0008-1728-2821, Cosmas Jaravaza, Divaries ORCID: https://orcid.org/0000-0002-8930-1242, Ngwu, Akachi ORCID: https://orcid.org/0000-0001-5163-6680, Wilfred Chikwape, Komborerai, Wasiq, Mohammad ORCID: https://orcid.org/0000-0003-0438-039X and Mashapure, Rahabhi ORCID: https://orcid.org/0009-0002-6526-9169 (2026) Artificial Intelligence (AI) and Social Commerce in Digital Business Ecosystems: A Science-Mapping Analysis of Global Research Evolution and Emerging Trends. Strategic Business Research, 2. p. 100227.
Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Mazuruse, Gideon ORCID: https://orcid.org/0000-0001-9390-978X, Makoni, Tendai ORCID: https://orcid.org/0000-0003-0853-7761, Chuchu, Tinashe ORCID: https://orcid.org/0000-0001-7325-8932, Maziriri, Eugine Tafadzwa ORCID: https://orcid.org/0000-0002-8047-4702 and Bashar, Abu ORCID: https://orcid.org/0000-0003-1415-5591 (2026) Retail customers’ adoption of sustainable mobile banking self-service technologies within digital ecosystems: A performance-risk-sustainability perspective. Strategic Business Research, 2 (1). p. 100191.
Bashar, Abu ORCID: https://orcid.org/0000-0003-1415-5591, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Khan, Irfanullah and Chuchu, Tinashe ORCID: https://orcid.org/0000-0001-7325-8932 (2026) Artificial intelligence (AI) and machine learning (ML) in marketing: a 25-year bibliometric-TCCM synthesized mapping of trends, gaps and future research agenda. Quality & Quantity.
Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Corporate Storytelling for Branding : The New Art and Science of Compelling Corporate Communication. Springer
Mazuruse, Gideon, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chifurira, Retius, Mpofu-Hamadziripi, Nomalanga and Muvuti, Ashley (2026) Structural Equation Modelling (SEM) in predicting student performance factors post introduction of new curriculum in Zimbabwe: A case study of Mashonaland East Province. Cogent education, 13 (1).
Dzingirai, Mufaro ORCID: https://orcid.org/0000-0002-1518-8275 and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Sustainable Innovation in Africa. In: Dzingirai, M. and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, (eds.) Sustainable Innovation in Africa: Prospects, Challenges and Trends. New York, Routledge, pp. 235-249
Dzingirai, Mufaro ORCID: https://orcid.org/0000-0002-1518-8275 and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Sustainable Innovation in Africa :an introduction. In: Dzingirai, M. and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, (eds.) Sustainable Innovation in Africa: Prospects, Challenges and Trends. New York, Routledge, pp. 1-15
Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Bashar, Abu, Dangaiso, Phillip, Maziriri, Eugine T. and Chuchu, Tinashe (2026) Sustainable consumption government policy influencer and message credibility impact on Generation Z’s social media behavioural engagement in emerging markets. SN Business & Economics, 6 (150).

My Most Viewed

#	Item title
1	Search engine marketing and social media marketing predictive trends	267	1
2	Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis	228	631
3	Sustainable Green Marketing Strategies for a Circular Economy African Realities and Imperatives	226	1
4	Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers	218	94
5	Agritourism Marketing in Africa: Exploring Digital and Social Media Strategy	210	1
6	International tourist arrivals modelling and forecasting: A case of Zimbabwe	205	105
7	Sustainable digital transformation for ambidextrous digital firms: systematic literature review, meta-analysis and agenda for future research directions	205	70
8	Green reverse logistics technology impact on agricultural entrepreneurial marketing firms’ operational efficiency and sustainable competitive advantage.	202	107
9	Navigating the technopreneurial odyssey: determining how technopreneurial self-efficacy, technopreneurial education and technological optimism cultivate tech-driven entrepreneurial intentions	200	58
10	Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa	168	43