Nyagadza, Brighton

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Dangaiso, Phillip ORCID: https://orcid.org/0000-0002-4495-0601, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Pedzisai, Constantino ORCID: https://orcid.org/0000-0003-1676-6417 and Jaravaza, Divaries Cosmas ORCID: https://orcid.org/0000-0002-8930-1242 (2026) Integrating individual consciousness and indigenous culture to predict university students’ STIs preventive health behaviours: Reinvigorating Africa’s forgotten longevity antidote. Critical Public Health, 36 (1).

Matambo, Ferida, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Marembo, Mathew (2026) Emotional Intelligence as a catalyst between Organisational Justice and Service Delivery Innovation: Perspectives from selected local authorities in Zimbabwe. Strategic Business Research, 2 (1). p. 100072.

Onohuean, Ephraim and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Evaluating the impact of AI-Powered chatbots adoption on customer satisfaction and service management: Perspectives from an emerging market multinational retail corporation. Strategic Business Research, 2 (1). p. 100071.

Maziriri, Eugine Tafadzwa ORCID: https://orcid.org/0000-0002-8047-4702, Mapuranga, Miston ORCID: https://orcid.org/0000-0002-4402-5600, Mabuyana, Brian ORCID: https://orcid.org/0000-0002-6773-4565, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Mandipaka, Fortunate ORCID: https://orcid.org/0000-0003-2972-411X (2026) From intention to actual use of metaverse-enabled entrepreneurship: The moderating role of technophobia and technophilia. Strategic Business Research, 2 (1). p. 100042.

Mazuruse, Gideon ORCID: https://orcid.org/0000-0001-9390-978X, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chifurira, Retius, Muvuti, Ashley and Matsiwira, Last (2026) Artificial Intelligence (AI) adoption and satisfaction in management education research: An explanatory-predictive hybrid SEM-RF approach. Strategic Business Research. p. 100102. (In Press)

Maziriri, Eugine Tafadzwa ORCID: https://orcid.org/0000-0002-8047-4702, Rukuni, Tarisai Fritz ORCID: https://orcid.org/0000-0002-9915-5277, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Bepe, Tapiwa ORCID: https://orcid.org/0000-0002-1457-2275 (2026) The customer's quest to manage funds digitally: Exploring the factors that influence the intention to use and the ongoing use of mobile banking apps. Computers in Human Behavior Reports, 21. p. 100907.

Bashar, Abu, El Gammal, Naglaa, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Juma, Maryam and Mohammed, Kreem (2026) Mapping the Consumer Mind: A Bibliometric-LDA Review of Neuromarketing's Past, Present, and Future in Consumer Behavior. Strategic Business Research. p. 100092. (In Press)

Bashar, Abu ORCID: https://orcid.org/0000-0003-1415-5591, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Khan, Irfanullah ORCID: https://orcid.org/0000-0003-2917-3661 and Alkadash, Tamer ORCID: https://orcid.org/0000-0002-5012-4170 (2025) Mapping evolving immersive customer experiences (CX) and virtual engagement in the metaverse: insights from bibliometrics-topic modelling synthesis. International Journal of Information Technology.

Bashar, Abu, Alkadash, Tamer, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Muposhi, Asphat (2025) Sustainable digital marketing (SDM): review, taxonomy, conceptualisation and future research avenues mapping. Quality and Quantity.

Maziriri,, Eugine Tafadzwa, Chuchu, Tinashe and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2025) How Creative Engagement and Innovation Drive Growth in Manufacturing SMEs in South Africa. International Research Journal of Business Studies, 18 (2).

Mashapure, Rahabhi, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Muzondo, Pardon ORCID: https://orcid.org/0000-0002-8913-1474, Mutanda, Bronson, Mthombeni, Admire, Tapera, Julius and Hamunakwadi, Purity (2025) Bridging the Digital Technology Gender Gap: Challenges Faced by Women Entrepreneurs in Mashonaland West Zimbabwe. Journal of Asian and African Studies.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Mazuruse, Gideon (2025) Barriers to adopting climate change awareness and education in Zimbabwe: a hybrid structural equation modelling and extreme gradient boosting approach. Quality and Quantity, 60 (1). pp. 2883-2912.

Maziriri, E. T., Chuchu, T., Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Mabuyana, B., Maramura, T. C. and Dzingirai, M. (2025) Next-gen University Entrepreneurship: Unleashing the Power of Drop Shipping for Students. African Journal of Innovation and Entrepreneurship, 4 (3). pp. 287-314.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Bashar, Abu, Khan, Irfanullah, Wasiq, Mohammad and Chuchu, Tinashe (2025) Customer Experience (CX) in Virtual Realms: A Theories-Contexts-Characteristics-Methodologies (TCCM) Guided Bibliometric Study. Journal of Global Marketing. pp. 1-29.

Mugoni, Ernest, Shumbanhete, Basil and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2025) The nexus between Circular Economy (CE) and Sustainable Supply Chain Management (SSCM): A systematic literature review, and mapping of future research agenda. Circular Economy and Sustainability.

Mazuruse, Gideon, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Tumbure, Akinson, Makoni, Tendai and Muvuti, Ashley (2025) Algorithmic Optimization for Efficient Air Quality Prediction Models through Machine Learning: A Case Study of Shillong City in India. Next Research, 2 (2). p. 100346.

Mukodzo, Hilton T., Kabonga, Itai ORCID: https://orcid.org/0000-0001-6533-996X, Zvokuomba, Kwashirai, Musara, Enock and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2025) COVID-19 Lockdowns and Implications on the Informal Traders’ Livelihoods in Zimbabwe: A Qualitative Study. Journal of Asian and African Studies.

Maziriri, Eugine, Mabuyana, Brian and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2025) Navigating the technopreneurial odyssey: determining how technopreneurial self-efficacy, technopreneurial education and technological optimism cultivate tech-driven entrepreneurial intentions. Management & Sustainability: An Arab Review, 4 (1). pp. 1-30.

Maziriri, Eugine Tafadzwa, Mabuyana, Brian, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Chuchu, Tinashe (2025) From Whistleblowing to Action: Students’ narratives on Combating White-Collar Crime in South Africa. Journal of Economic Criminology, 7. p. 100141.

Wasiq, Mohammad, Bashar, Abu, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Johri, Amar (2024) Deciphering the evolution of metaverse - A techno-functional perspective in digital marketing. International Journal of Information Management Data Insights, 4 (2). p. 100296.

Wasiq, Mohammad, Bashar, Abu, Khan, Irfanullah and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2024) Unveiling customer engagement dynamics in the metaverse: A retrospective bibliometric and topic modelling investigation. Computers in Human Behavior Reports, 16. p. 100483.

Chigoraa, Farai, Ndlovu, Joram and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2024) Building positive Zimbabwean tourism festival, event and destination brand image and equity: a systematic literature review. Cogent Social Sciences, 10 (1).

Bashar, Abu, Wasiq, Mohammad, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Maziriri, Eugine Tafadzwa (2024) Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis. Future Business Journal, 10 (23).

Maziriri, Eugine Tafadzwa, Dzingirai, Mufaro, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Mabuyana, Brian (2024) From perceived parental entrepreneurial passion to technopreneurship intention: The moderating role of perseverance and perceived parental entrepreneurial rewards. Sustainable Technology and Entrepreneurship, 3 (1). p. 100051.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Mazuruse, Gideon, Simango, Kennedy, Chikazhe, Lovemore, sokota, Theo and Macheka, Lesley (2023) Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers. Sustainable Technology and Entrepreneurship, 2 (3). p. 100040.

Abu, Bashar, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Ligaraba, Neo and Maziriri, Eugine Tafadzwa (2023) The influence of Covid-19 on consumer behaviour: a bibliometric review analysis and text mining. Arab Gulf Journal of Scientific Research, 42 (3). pp. 585-601.

Mugoni, Ernest, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Hove, Precious (2023) Green reverse logistics technology impact on agricultural entrepreneurial marketing firms’ operational efficiency and sustainable competitive advantage. Sustainable Technology and Entrepreneurship, 2 (2). p. 100034.

Ligaraba, Neo, Chuchu, Tinashe and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2023) Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective. Cogent Business & Management, 10 (1).

Makoni, Tendai, Mazuruse, Gideon and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2023) International tourist arrivals modelling and forecasting: A case of Zimbabwe. Sustainable Technology and Entrepreneurship, 2 (1). p. 100027.

Takawira Munyaradzi, Ndofirepi, Chuchu, Tinashe, Maziriri, Eugine and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2022) Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa. European Journal of Management Studies, 27 (3). pp. 317-339.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Mazuruse, Gideon, Rukasha, Tanyaradzwa, Mukarumbwa, Peter, Muswaka, Charlene and Shumbanhete, Basil (2022) Rural small scale farmers’ smart mobile phone usage acceptance prognosticators for agricultural marketing information access. SN Social Sciences, 2 (256).

Mashapure, Rahabhi, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chikazhe, Lovemore, Msipa, Nothando, Ngorora, Grace Kuda Portia and Gwiza, Aaram (2022) Challenges hindering women entrepreneurship sustainability in rural livelihoods: Case of Manicaland province. Cogent Social Sciences, 8 (1).

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2022) Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 13 (3). pp. 407-425.

Maziriri, Eugine Tafadzwa, Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chuchu, Tinashe and Mazuruse, Gideon (2022) Antecedents of attitudes towards the use of environmentally friendly household appliance products in Zimbabwe: an extension of the theory of planned behaviour. PSU Research Review, 8 (3). pp. 749-773.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2022) Sustainable digital transformation for ambidextrous digital firms: systematic literature review, meta-analysis and agenda for future research directions. Sustainable Technology and Entrepreneurship, 1 (3). p. 100020.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Mazuruse, Gideon, Muposhi, Asphat, Chuchu, Tinashe, Makoni, Tendai and Kusotera, Brain (2022) Emotions' influence on customers’ e-banking satisfaction evaluation in e-service failure and e-service recovery circumstances. Social Sciences & Humanities Open, 6 (1). p. 100292.

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Anyway, Chare, Gideon, Mazuruse and Pashapa, R. (2022) Digital technologies, Fourth Industrial Revolution (4IR) & Global Value Chains (GVCs) nexus with emerging economies’ future industrial innovation dynamics. Cogent Economics & Finance, 10 (1).

Book Section

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Muposhi, Asphat (2025) Sustainable Green Marketing Strategies for a Circular Economy in Africa: A Conclusion. In: Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chigora, Farai ORCID: https://orcid.org/0000-0001-7226-0635, Hassan, Azizul and Bashar, Abu, (eds.) Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives. General (1). Switzerland, Palgrave MacMillan, pp. 265-271

Book

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chigora, Farai ORCID: https://orcid.org/0000-0001-7226-0635, Hassan, Azizul and Bashar, Abu, eds. (2025) Agritourism Marketing in Africa: Exploring Digital and Social Media Strategy. 1 ed. General . Switzerland, Palgrave MacMillan

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2025) Sustainable Green Marketing Strategies for a Circular Economy African Realities and Imperatives. 1 ed. Palgrave Studies of Marketing in Emerging Economies (PSMEE), 1 (1). Switzerland, Palgrave MacMillan

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Bashar, Abu, eds. (2025) Disruptive Frugal Digital Innovation in Africa. Emerald

Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chigora, Farai and Hassan, Azizul, eds. (2024) Agritourism in Africa. Routledge