Dr. Ajayi Omobola Monsurat is a Nigerian scholar in Marketing and Management with the Department of Marketing, Faculty of Management Sciences, Ekiti State University (EKSU), Ado-Ekiti, Nigeria. Her teaching, research, and academic service span consumer behaviour, strategic marketing, digital marketing, relationship marketing, branding, entrepreneurship, organizational behaviour, human resource management, and business performance.

Since commencing her research career in 2014, Dr. Ajayi has published over 43 scholarly articles in reputable national and international journals. Her work has appeared in journals indexed by Scopus, EBSCO, Crossref, ProQuest, DOAJ, Index Copernicus, IBSS, Ulrichsweb, OCLC WorldCat, SCImago, SABINET, and AJOL, among others.

Her research has contributed to knowledge in consumer preference, mobile phone marketing, relationship marketing, content marketing, digital marketing, organizational performance, employee commitment, entrepreneurship education, strategic management, banking marketing, tourism marketing, and service marketing. She has collaborated extensively with scholars from different disciplines and continues to mentor undergraduate and postgraduate students in marketing and management research.

Her recent studies have focused on digital consumer behaviour, content marketing, brand awareness, consumer loyalty, mobile phone branding, fuel station patronage, and purchasing behaviour in emerging markets.

Research Interests

Marketing Management

Consumer Behaviour

Digital and Content Marketing

Brand Management

Relationship Marketing

Strategic Marketing

Entrepreneurship

Retail and Service Marketing

Organizational Behaviour

Human Resource Management

Customer Loyalty

Marketing Communications

Academic Contributions

43 peer-reviewed journal publications (2014–2026)

Publications in both national and international journals

Research published in journals indexed by Scopus, EBSCO, Crossref, ProQuest, DOAJ, AJOL, Index Copernicus, Ulrichsweb, IBSS, OCLC WorldCat, and other recognized databases

Active collaboration with researchers in marketing, management, accounting, economics, and organizational studies

Extensive experience in teaching, supervision, curriculum development, and academic administration

Selected Publications

Comparison of Macroeconomic Performance of Selected African Countries: An Econometric Analysis of Economic Growth of the Countries (2014)

The Overview of Macroeconomic Performance of Nigeria (2015)

Analysis of Frauds in Banks: Ado-Ekiti Metropolis’ Experience (2016)

Pull Factors as Determinants of Telephone Number Portability among Mobile Phone Users in Public Universities in Nigeria (2017)

Entrepreneurship Education and Previous Work Experience on Business Creation in Nigeria (2020)

Impact of Strategic Relationship Marketing on the Performance of Banks in Nigeria (2020)

Determinant of Consumer Preference for Smartphones among Mobile Phone Users in Oyo State, Nigeria (2021)

Social Responsibility and Ethics Practices on Purchase Intention of Female Mobile Phone Users in Nigeria (2021)

Young Consumer Loyalty towards Mobile Phone Brands in Public Universities in Ekiti State (2023)

Determinant of Brand Preference among Young Consumers of Mobile Phones in Ekiti and Lagos States, Nigeria (2024)

Understanding Motorist Preferences for Fuel Stations in Ado-Ekiti Metropolis (2025)

Psychological Factors and Consumer Purchasing Decision of Alcohol in the Context of Dynamic Pricing in Ekiti State, Nigeria (2025)

The Implication of Content Marketing on Brand Awareness and Brand Engagement among Female Students in Ekiti State University, Nigeria (2025)

Effect of Content Marketing on Purchase Intention towards Skincare Products among Female Students of Ekiti State University, Ado-Ekiti (2026)