Wilson Ozuem

Wilson Ozuem is Professor at the Business School for the Creative Arts, University for the Creative Arts, holding this position since November 2023. His academic role bridges business theory with creative industry applications, contributing to the university's mission in arts-focused business education within the UK higher education landscape.

His research centers on digital consumer interactions, with primary interests in social media marketing dynamics, user-generated content ecosystems, and service failure/recovery mechanisms in digital environments. He employs qualitative methodologies including thematic analysis and symbolic interactionism to examine millennial consumer behavior, particularly in fashion and online communities. His work integrates theoretical frameworks like commitment-trust theory and actor-network theory to decode complex brand-customer relationships.

Analysis of his 2020-2025 publications reveals consistent focus on digital brand engagement during crises, especially pandemic-induced behaviors like panic buying and misinformation spread. Key trends include influencer-mediated service recovery, negative word-of-mouth dynamics, and brand community loyalty mechanisms. His research demonstrates strong interdisciplinary connections between marketing, psychology, and social media studies, with increasing methodological innovation in AI-driven qualitative analysis.