Out of (and into) Africa Conference


Program available for African Consumer Marketing, Firm Strategies and Society, 25-26 Oct 2021


Author: Haiyan Hu


Second “Out of (and into) Africa” Conference:

African Consumer Marketing, Firm Strategies and Society

(Sponsored by: Morgan State University, CIBER-CMCC, and Howard University)

 Date: October 25-26 (Monday-Tuesday), 2021

Venue: Online (through Zoom)

Conference Chair: Dr. Omar J. Khan, Morgan State University (omar.khan@morgan.edu)


Following the success of the Inaugural “Out of (and Into) Africa” conference – International Symposium on African Consumer Marketing and Firm Strategies – which was held at the Graves School of Business and Management, Morgan State University, Baltimore in 2018, we are now excited to launch the next edition of the conference.  This second edition of the conference is completely online (using the zoom platform), includes multi-HBCU involvement and has three major tracks: firm strategy, consumer marketing and society & institutions. We received strong submissions leading to excellent selected papers, and now present the preliminary program for the Second “Out of (and into) Africa” conference!

We ask that all participants (authors, panelists, guest speakers and audience members) please register immediately at the link given above, Registration is quick and free of charge. Having provided the information requested on the registration form, you will be emailed (in a couple of weeks) a Zoom link for the conference. We hope to make this second edition of the “Out of (and Into) Africa” series an even more successful event than the first, and look forward to productive contributions by all. The following is the Preliminary Conference Program:

Please note: All times are United States. EST (Eastern Standard Time)


9: 00am-9:30am                Conference opening/set-up by Conference Chair and Program (track) Chairs

9:30am-10:00am               Welcoming Remarks

10:00am-11:30am             KENOTE SPEAKER: U.S. State Department Bureau of African Affairs,

Deputy Assistant Secretary Akunna Cook


11: 30am-12:00pm            Lunch Break


12:00pm-1:30pm               Presentations of research papers

CONSUMER MARKETING TRACK: Dr. Haiyan Hu and Dr. Ankit Katrodia, Chair


Research Paper Title Author and Affiliation
1 Privacy concerns and customer engagement in online banking through the lens of protection motivation theory Evelyn Quartey and Israel Kpekpena – GIMPA, Ghana.
2 Consumer brand engagement, perceived value and brand loyalty: An examination of Brick-and-mortar retailers Mahlatse Laka,  Tania Maree, and

Thinkwell Ndhlovu – University of Pretoria, South Africa.

3 The new normal for retail sector:  The relationship between augmented reality technology and online customer experience Sandra Gamil Metry Habil, Sara El-Deeb, Noha Elbassiouny – German University in Cairo, Egypt.
4 Ethnic identity, impulsivity and consumer online shopping addiction in Covid-19 era: Insights from Nigeria and implications for clinical intervention. Mojisola S. Ajayi and David E. Okurame – University of Ibadan, Nigeria.
5 A conceptual model of African luxury: A South African exploratory study Buyi Mafoko, Noble Luxury Africa (Pty) Ltd

Thomas Peschken, Glasgow Caledonian University, Scotland.


1:30pm-2:15pm                 PANEL: Led by Stephan Eyeson, CEO of Survey54.

“Enabling Consumer Insights in the African Continent”

2:15pm-2:30pm:                Coffee Break

2:30pm-4:00pm                 Presentations of research papers             

FIRM STRATEGY TRACK: Dr. Omar J. Khan, Chair


Research Paper Title Author and Affiliation
1 Knowledge creation for performance of emerging economy MNEs Joan Lilian Ogendo – The Technical University of Kenya, Kenya.
2 Foreign direct investment in Africa: A retrospective and agenda for future research Abdul-Kadir Ameyaw and Andrei Panibratov – Saint Petersburg State University, Russia.
3 Service marketing opportunities in Africa Kristina Heinonen – Hanken School of Economics, Finland.
4 What strategies employed by retail industry in Africa to minimize the impact of Covid-19? Felix Adamu Nandonde, Sokoine University of Agriculture, Tanzania.
5 Airline Cabin Design and Enplanement Intentions of Female Medical Tourists in Developing African Economies


Juliet John Inyang – University of Calabar, Nigeria;

John Okiru Inyang – University of Calabar, Nigeria;

Olufesobi Bright – University of Dundee, Scotland;

Tiwalade Mary Ighomuaye – University of Lagos, Nigeria;

Victory Udoh-King – Caleb University, Nigeria;

Ekele Sunday Francis – Federal University of Technology, Nigeria; and Okuniyi Zakariyah Titilola – University of Ibadan, Nigeria.


4:00pm-4:15pm                 Coffee Break


4:15pm-5:00pm                 PANEL: Led by Rebecca Oni, Morgan State University

“The Role of SMEs in Africapitalism: Advancing Youth Entrepreneurship”


5:00pm-5:45pm                 PANEL: Led by Omar J. Khan, Morgan State University

“Corporate investment vs. NGO investment into Africa”







9:00am-10:30am               Presentations of research papers

SOCIETY & INSTITUTIONS TRACK: Dr. Wheeler R. Winstead, Chair.


Research Paper Title Author and Affiliation
1 Sharing Culture and the Sharing Economy: The Case of Lagos, Nigeria Abigail Ehidiamen, Fiona Cheetham, and Alexandros Nikitas, University of Huddersfield, United Kingdom
2 Malaria Eradication in Africa: A Pilot Study on the Role of Management and Leadership Training Stephen M. Sammut, University of Pennsylvania, USA; Ben Ngoye, Institute of Healthcare Management, Strathmore University Business School, Kenya; and Susan M. Mudambi, Temple University, USA.
3 Is Food a satisfier or a dissatisfier for Africa consumers Jane W. Chegeab; Arnout R. H. Fischerad; and Paul T.M Ingenbleekac -Wageningen University, The Netherlands.
4 Ease of Doing Business and Poverty Reduction in Nigeria Titilope O. Dimogu and Ignatius Ajuru – University of Education, Nigeria
5 Family Influences on Women’s Entrepreneurial Journeys Michael Zisuh Ngoasong, The Open University,

United Kingdom



10:30am-11:30am              PANEL: led by Wheeler R. Winstead, Howard University

“The Impact of Exogenous/Endogenous Shock on Youth Entrepreneurship in Africa”


11:30am-11:45am             Coffee Break


11:45am-12:45pm             PANEL: led by Anita Pandey, Morgan State University

‘From “Oyinbo” to “Oga,” and “Bature” to “Maigida!”: Language as “Kola”1 and Clout in Africa’


12:45pm-1:00pm               Closing Remarks by Conference Chair and Program Chairs


1pm                                    End of Conference