Dr Dominic Appiah and Professor Wilson Ozuem host talk at UKAIS conference.

On 9th April, Arden University’s business tutors, Dr Dominic Appiah and Professor Wilson Ozuem, were chosen to present their paper ‘Effects of Innovative Patterns of Smart Phones on Brand Switching’ at the UK Academy for Information Systems at the University of Oxford.

The premier academic event attracts leading scholars, academics and industry experts from around the world to discuss teaching in Information Systems and lobby professional/policy bodies in that field.

Dr Appiah and Professor Ozuem have previously had their work published in a number of specialist fields.

“We chose this particular subject to help offer insights on brand switching,” Dr Appiah explained. “Smart Phones are increasingly redefining our identities and are reshaping our perspectives about shopping, socialising and learning, and we wanted to advise marketers and scholars on our findings to positively impact their strategic planning.”

The Arden tutors presented their paper, which covered reasons for consumer brand switching, as well as how brands can speak to those outside a brand’s target audience.

Professor Ozuem said: “The presentation attracted huge interest from participants, many of whom were outside of teaching, from different backgrounds. It goes to show how topics like this can speak to many outside of marketing and information technology, and continue to be a strong area of interest.

One of my main teaching philosophies is research-informed practice, and Arden University provides fertile grounds for collegial collaboration and dissemination of research output. Dominic and I have been working together on a number of projects.”

Both tutors currently have other projects in the pipeline, including a number of journal papers and other publications, as well as other guest speaking opportunities. Professor Ozuem is also planning to travel to an upcoming conference for the Global Business and Technology Association (GBATA) in Paris, where he holds the UK chair position.


Dr Dominic Appiah is a Blended Learning Business lecturer at Arden University. He holds a PhD from Plymouth University, an MBA from the University of Wales and a Bachelor of Arts (Politics and Philosophy), from the University of Ghana.

His research investigates the dynamics of consumer purchase intentions and building resistance to brand switching. Prior to joining academia, he worked at State Insurance Company (Ghana), GIA Insurance (UK) and Ghana International Bank (UK).

Dominic is an Associate Fellow of the Higher Education Academy (HEA) and member of the Chartered Institute of Marketing (CIM), Chartered Institute of Insurance (CII) and the British Academy of Management (BAM).


Professor Wilson Ozuem teaches and researches communications issues in computer-mediated marketing environments (CMMEs). His research interests include the implications of information technology for decision-making by marketers and consumers.

His research has been published in a number of highly-ranked journals, books and international conference papers, including European Journal of Marketing, Journal of Business Research, Technology analysis and Strategic Management journals and more.

In addition to tutoring Blended Learning courses at Arden University, he is a Senior Fellow of Higher Education Academy (SFHEA) and has consulted widely for a variety of firms and public agencies. He received his BA Business from the University of Portsmouth, MA Marketing from University of West London, MBA from London Metropolitan University, MEd (Educational Leadership and Management) from Open University (UK), PhD in Digital Marketing from Anglia Ruskin University and Postgraduate Degree in Educational Research from University of Cambridge.

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