Sheena Lovia Boateng

Sheena Lovia Boateng

Dr. Sheena Lovia Boateng is a Senior Lecturer at the Department of Marketing and Entrepreneurship at the University of Ghana Business School (UGBS), where she also coordinates the Executive MBA and Weekend MBA Marketing programmes. She holds both doctoral and undergraduate degrees in Marketing from the University of Ghana, and she is notably the first female to complete a PhD in Marketing from the institution.

Dr. Boateng’s research spans a multidisciplinary spectrum with six core focus areas: Behavioural Marketing, Influencer Marketing, Fashion and Beauty Marketing, Artificial Intelligence and Entrepreneurship, Educational Technology and Learner Engagement, and Gender and Digital Platforms. Her contributions include the application of parasocial interaction theory in influencer marketing, cue utilisation theory in corporate branding, and the development of original conceptual frameworks such as the LEARN Model -anchored in African symbolism - and the DEQ (Domain Knowledge, Ethical Acumen, and Query Capabilities) framework for integrating generative AI into education. She is a lead or corresponding author for the majority of her scholarly outputs, which include Scopus-indexed journal articles, book chapters, practical workbooks on SEM using AMOS and SPSS, and collaborative industry reports.

Dr. Boateng currently serves as an Associate Editor for Humanities and Social Sciences Communications, a Springer Nature Journal. She has previously served on the Editorial Advisory Board of Emerald Emerging Markets Case Studies (UK) and was invited to join the editorial board of the Journal of Rural Business (University of West Alabama). She is a Fellow of the Academy of Marketing Science and her research has been published in Information Development, International Journal of Bank Marketing, Journal of Financial Services Marketing, International Journal of Customer Relationship Marketing and Management, Smart Learning Environments, and Journal of Educational Technology Systems. One of her acclaimed works on signalling theory was recognised among the most read papers in the International Journal of Bank Marketing in 2019, and has been downloaded over 1000 times.

Dr. Boateng is the founder of the Women in Tertiary Education (WITE) Network, dedicated to supporting women in academia with their research, family, and career journeys. Her vision for inclusive, technology-enabled, and ethically grounded education and entrepreneurship continues to shape policy, inspire students, and empower communities across Ghana and beyond.