Research Excellence Award
Neo Ligaraba
University of the Witwatersrand, South Africa
Neo Ligaraba is a researcher affiliated with the University of the Witwatersrand whose scholarly work focuses on branding, digital marketing, consumer behaviour, financial technology adoption, and emerging digital innovation ecosystems. Through research examining social media marketing, online banking continuance intentions, and the influence of artificial intelligence on digital enterprises, the researcher contributes to understanding how technology-driven transformations shape organizational competitiveness and consumer engagement. The body of work reflects interdisciplinary perspectives that integrate marketing theory, digital innovation, and behavioural analytics to address contemporary challenges within evolving business environments.[1]
Abstract
This recognition article summarizes the academic contributions of Neo Ligaraba in branding and digital business research. The published works investigate social media marketing effectiveness, consumer technology adoption, and the impact of artificial intelligence on digital enterprises. Collectively, these studies provide insights into modern marketing environments and the behavioural factors that influence organizational performance and customer engagement.[1]
Keywords
Branding, Social Media Marketing, Consumer Behaviour, Artificial Intelligence, Digital Marketing, Online Banking, Technology Adoption, Business Innovation.
Introduction
The rapid evolution of digital technologies has transformed the relationship between organizations and consumers. Branding strategies increasingly rely on digital platforms, artificial intelligence, and data-driven decision-making. Neo Ligaraba’s research addresses these developments by examining how digital interactions influence brand preference, customer loyalty, and technology acceptance across emerging market contexts.[1]
Research Profile
The research portfolio demonstrates expertise in branding, digital communication, fintech adoption, and innovation management. Published contributions examine social media engagement, online financial services, and AI-enabled business transformation. The work bridges theoretical and practical dimensions of marketing research while emphasizing the relevance of emerging technologies in contemporary business environments.[1]
Research Contributions
- Analysis of social media marketing activities and their influence on university brand preference.
- Investigation of online banking continuance intentions among older adults in emerging markets.
- Evaluation of artificial intelligence, machine learning, and big data analytics within digital marketing ecosystems.
- Advancement of knowledge regarding consumer engagement and digital innovation.
Publications
- Investigating the Impact of Social Media Marketing Activities on University Brand Preference and Word of Mouth Communication (2025).[2]
- Factors Influencing Online Banking Continuance Intentions Among Older Adults: Evidence from an Emerging Market (2025).[3]
- Artificial Intelligence, Machine Learning and Big Data Analytics’ Impact on Frugal Digital Marketing Firms (2025).[4]
Research Impact
With 81 citations and an h-index of 5, the research demonstrates measurable scholarly engagement. The studies contribute to understanding digital consumer behaviour, technology acceptance, and strategic branding practices. The findings are relevant to academics, marketers, and business leaders seeking evidence-based approaches to digital transformation and customer relationship management.[2][3]
Award Suitability
The research achievements of Neo Ligaraba reflect sustained contributions to branding and digital innovation scholarship. The interdisciplinary nature of the work, combined with demonstrated academic visibility and practical relevance, supports recognition within international research award programs that value innovation, scholarly rigor, and societal impact.[1]
Conclusion
Neo Ligaraba’s academic contributions provide valuable insights into branding, digital marketing, and technology-driven business innovation. Through research addressing consumer engagement, digital adoption, and emerging technological capabilities, the work contributes to contemporary understanding of organizational competitiveness and evolving marketplace dynamics.
External Links
References
- Elsevier. (n.d.). Scopus author details: Neo Ligaraba, Author ID 57561166400. Scopus.
https://www.scopus.com/authid/detail.uri?authorId=57561166400
- Potelwa, C., Phale, T., Koopman, A., & Ligaraba, N. (2025). Investigating the Impact of Social Media Marketing Activities on University Brand Preference and Word of Mouth Communication. https://doi.org/10.11114/smc.v13i2.7399
- Bvuma, S., Ligaraba, N., & Segodi, P. (2025). Factors Influencing Online Banking Continuance Intentions Among Older Adults.
https://doi.org/10.26710/sbsee.v7i1.3272
- Nyagadza, B., Bashar, A., Ligaraba, N., et al. (2025). Artificial Intelligence (AI), Machine Learning (ML) and Big Data Analytics’ Impact on Frugal Digital Marketing Firms. https://doi.org/10.1108/978-1-83549-568-120251012