Highest Academic Qualification: PhD in Business Management, Stellenbosch University. I am appointed as an associate professor in the Department of Business Management at the University of the Free State. My teaching duties for 2021 include Digital Marketing (undergraduate level) and Omni-channel Commerce (postgraduate level). I also supervise dissertations of students in the B.Com Honours with specialisation in Marketing degree, and MCom and PhD theses.

My research of the last 20 years can be grouped under the umbrella theme ‘digital marketing’. Currently, I am involved in research on online-mobile shopping, digital-only banks and omni-channel retailing. I have been awarded three research prizes in my faculty, published 21 articles, and presented 30 peer-reviewed research papers at 30 conferences (mostly international conferences including the American Marketing Science conference, Academy of Marketing conference, European Marketing Academy conference and the Australian & New Zealand Marketing conference.

Recent publications:

Nel, J. and Boshoff, C. 2022. Unraveling the link between status quo satisfaction and the rejection of digital-only banks. Journal of Financial Services Marketing*, 1-19

Nel, J. and Boshoff, C. 2021. Traditional-bank customers` digital-only bank resistance: evidence from South Africa. International Journal of Bank Marketing*, 39(3), 429-454.

Nel, J. and Boshoff, C. 2020. “I just don’t like digital-only banks, and you should not use them either”: Traditional-bank customers’ opposition to using digital-only banks. Journal of Retailing and Consumer Services*, 56(March), 102368.

Nel, J. and Boshoff, C. 2020. Status quo bias and shoppers’ mobile website purchasing resistance. European Journal of Marketing, 54(6), 1433-1466.

Nel, J. and Boshoff, C. 2019. Online customers’ habit-inertia nexus as a conditional effect of mobile-service experience: A moderated-mediation and moderated serial-mediation investigation of mobile-service use resistance. Journal of Retailing and Consumer Services, 47(3), 282-292.

Nel, J. and Nwabisa, M. 2018. The influence of perceived value on mobile instant messenger users’ loyalty: A mediation analysis. Management Dynamics, 27(4), 29-43.

Human, G.J.P., Hirschfelder, B. and Nel, J. 2018. The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets, 13(5), 1233-1250.

Nel, J. 2017. Online shoppers’ use-resistance to the mobile-shopping service in a multi-channel context: The unexpected effects of pull factors. Management Dynamics*, 26(3), 16-28.

Nel, J. and Heyns, A. 2017. Factors influencing the use-intention of proximity mobile-payment applications in-store. Management Dynamics, 26(2), 2-20. 

Nel, J. and Boshoff, C. 2017. Development of application-based mobile-service trust and online trust transfer: An elaboration likelihood model perspective. Behavior & Information Technology*, 36(8), 809-826.

Halaszovich, T. and Nel, J. 2017. Customer-brand engagement and Facebook fan-page “Like”-intention. Journal of Product & Brand Management, 26(2), 120-134.

Nel, J. and Boshoff, C. 2015. Online-mobile service cross-channel cognitive evaluations in a multichannel context. South African Journal of Business Management, 46(3), 67-78.

Nel, J. and Halaszovich, T. 2015. The influence of satisfaction on Facebook fan page `Like` intentions. Management Dynamics, 24(1), 26-40.

Digital Marketing (undergraduate)

Business Statistics (postgraduate)