Divaries C. Jaravaza

Cell: +263773176147
Email: divariescjaravaza@gmail.com

Dr. Divaries Cosmas Jaravaza is a distinguished academic with a PhD in Business and Marketing from WITS Business School (University of Witwatersrand, SA). Dr Jaravaza is a specialist in accounting education, marketing, advertising, and cultural perceptions. His extensive educational background includes a Master of Commerce in Marketing Strategy (Midlands State University), an MBA (Zimbabwe Open University), BBA (Institute of Marketing Management Graduate School of Marketing) and multiple diplomas in marketing, accountancy, and business management. Dr. Jaravaza has over two decades of higher education teaching experience at Bindura University of Science Education and Mutare Teacher College, where he has taught a diverse range of subjects from financial accounting, costing to social media marketing. He is an external examiner for University of Witwatersrand (SA) and North West (SA), a PhD supervisor at BUSE and Durban University of Technology (SA), and an ACCA Global mentor for Oxford Brookes University (UK).

 His prolific research career boasts of 28 Scopus and 21 Web of Science indexed publications in, iter alia, Journal of Consumer Behaviour, Journal of Foodservice Business Research, Journal of African Business, International journal of Pharmaceutical and Healthcare Marketing, 7 book chapters on digital technologies among others. He also has 31 DOAJ indexed publications.  Dr. Jaravaza also serves as a journal reviewer for Scopus indexed Elsevier, Taylor and Francis and Emerald journals. He is a book editor for two books: Cognitive Commerce: Understanding Consumer Behaviour in the Era of AI and Machine Learning Volume 1 and Volume 2 (in press) and a research coordinator, contributing significantly to the fields of marketing and consumer behaviour reflecting his deep commitment to advancing academic excellence and practical knowledge in his field.  

PUBLICATIONS SUMMARY

Publications and indexing:

Google Scholar A/C: https://scholar.google.com/citations?hl=en&user=2Tm4W60AAAAJ

Scopus A/C: https://www.scopus.com/authid/detail.uri?authorId=57218923477

 

 

 

 

Total publications

44

Google scholar citations

431

h-index

11

i-10 index

13

Scopus indexed publications

28

Web of science indexed publications

21

DOAJ Indexed publications

31

Edited books accepted-in press: Palgrave-MacMillan

Book chapters accepted for publication-Palgrave-MacMillan

2

4

Publishers:

 

Taylor and Francis publications

18

IGI

5

Springer

1

Emerald

2

Research in progress:                  

Journal manuscripts under review in Scopus indexed journals

       7

Book chapter under review: Palgrave MacMillan

       2

Research accolade in a Q1 journal: Article published in the Journal of Consumer Behaviour ranked top 10% most read paper for 2023

        1

ACADEMIC QUALIFICATIONS
Qualification University
PhD in business and marketing University of Witwatersrand, WITS Business School
Master of Commerce in Marketing Strategy Midlands State University
Master of Business Administration Zimbabwe Open University
Bachelor of Business Administration specialising in Marketing Institute of Marketing Management Graduate School of Marketing
Higher Diploma in Accountancy Southern Africa Association of Accountants
Diploma in Marketing Institute of Marketing Management Graduate School of Marketing
Diploma in Management Institute of Administration and Commerce, SA
Diploma in Education University of Zimbabwe
Intermediate Certificate in Accountancy Southern Africa Association of Accountants
Foundation Certificate in Accountancy Southern Africa Association of Accountants

 PUBLICATIONS

Book Chapters

  1. Mukucha, P., Katsande, T., Dube, T., Jaravaza, D. C., & Chisango, S. (2025). Disseminating Sustainable End-of-life Product Disposal Information through Social Media Nudging. In Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives (pp. 239-264). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-81627-7_12. SpringerNature (Scopus indexed)
  2. Mukucha, P., Jaravaza, D. C., Chingwaru, T., Dangaiso, P., & Risiro, J. (2025). Contract Farming Optimization Through Leveraging Artificial Intelligence to Combat Side Marketing Practices. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 91-130). https://doi.org/4018/979-8-3693-6468-0.ch004. IGI Global Scientific Publishing (Scopus indexed)
  3. Chingwaru, T., Jaravaza, D. C., Mukucha, P., Risiro, J., & Dangaiso, P. (2025). Drone Technology and Food Security in Zimbabwe’s A2 Farming Model: A Pragmatic Approach to Climate Change and Sustainable Agriculture. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 131-162). https://doi.org/4018/979-8-3693-6468-0.ch005. IGI Global Scientific Publishing (Scopus indexed)
  4. Risiro, J., Jaravaza, D. C., Mukucha, P., & Marange, M. (2025). The Integration of Artificial Intelligence (AI) With Indigenous Knowledge Systems (IK) in Addressing the Impacts of Climate Change on Rural Farmers. In Integrating Agriculture, Green Marketing Strategies, and Artificial Intelligence (pp. 389-414). https://doi.org/4018/979-8-3693-6468-0.ch013. IGI Global Scientific Publishing (Scopus indexed)
  5. Mukucha, P., Jaravaza, D. C., Risiro, J., Chingwaru, T., Dangaiso, P., & Mauchi, F. (2024). Side Marketing: A Threat to Contract Farming Viability in Zimbabwe. In Sustainable Practices for Agriculture and Marketing Convergence (pp. 177-199). https://doi.org/4018/979-8-3693-2011-2.ch008. IGI Global Scientific Publishing   (Scopus indexed)
  6. Makudza, F., Jaravaza, D. C., Makandwa, G., & Mukucha, P. (2024). Disruptive Artificial Intelligence: Augmenting Consumer Experience through Chatbot Banking. In Digital Influence on Consumer Habits: Marketing Challenges and Opportunities (pp. 1-18). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80455-342-820241001. Emerald (Scopus indexed)
  7. Risiro, J., Jaravaza, D. C., & Mukucha, P. (2024). Incorporating Indigenous Knowledge Systems (IKS) in Enhancing Sustainable Agriculture in Selected Rural Areas of Zimbabwe. In Sustainable Practices for Agriculture and Marketing Convergence. https://doi.org/4018/979-8-3693-2011-2.ch006. IGI Global Scientific Publishing. (Scopus indexed) 

Journal articles

  1. Mukucha, P. & Jaravaza, D. C. (2025). Waste material recycling: the horrors of informal waste material picking in Zimbabwe. Journal of Responsible Production and Consumption, 2(1): 235-253. http://dx.doi.org/10.1108/JRPC-01-2024-0003. Emerald (DOAJ indexed)
  2. Jaravaza, D. C., Mukucha, P., Nhidza, L., & Makudza, F. (2025). Online purchase intentions of affluent women: blending African beliefs, consumer vanity and luxury beauty products online purchase intentions. Cogent Social Sciences, 11(1), 2451119. https://doi.org/10.1080/23311886.2025.2451119. Taylor and Francis (Scopus indexed).
  3. Mukucha, P., Douglas, M., & Jaravaza, D. C. (2025). The Efficacy of Food Waste Reduction Strategies in an African Frontier Market Food Services Industry. Tourism: An International Interdisciplinary Journal, 73(2), 215-226. https://doi.org/10.37741/t.73.2.2. srce.hr (Web of Science indexed)
  4. Mukucha, P., Jaravaza, D. C. & Saruchera, F. 2025. Strategic Postponement in Fast Food Operations: Enhancing Order Fulfilment in a Frontier Emerging Market. Business Excellence and Management Journal, 15(2): 5-18. https://doi.org/10.24818/beman/2025.15.2-01 Ceeol (DOAJ indexed)
  5. Mukucha, P., Jaravaza, D. C., Dangaiso, P., & Makudza, F. (2025). The Role of Gender Matching in Personal Selling of Embarrassing Products: An Empirical Study in Zimbabwean Fashion Boutiques. Management and Economics Review, 10(2): 431-447. https://doi.org/124818/mer/2025.02-10. Ceeol DOAJ indexed.
  6. Mukucha, P., Tsekea, S., Jaravaza, D. C. & Jaravaza, N. (2024). Contract farming: a comparison of production and marketing contracts as sourcing strategies in the fast food restaurant industry. Journal of Foodservice Business Research, 1-18, https://doi.org/10.1080/15378020.2024.2303540. Taylor and Francis (Scopus indexed)
  7. Jaravaza, D. C., Moyo, T., & Mukucha, P. (2024). Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe. Cogent Business & Management, 11(1), 2338304. https://doi.org/10.1080/23311975.2024.2338304. Taylor and Francis (Scopus indexed)
  8. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2024). Midwife gender proclivity: Differential effects of expectant mothers’ demographic factors in Zimbabwe. Health Care for Women International, 1-21. https://doi.org/10.1080/07399332.2024.2373856. Taylor and Francis (Scopus indexed)
  9. Dangaiso, P., Mukucha, P., Makudza, F., & Jaravaza, D. C. (2024). How perceived Corporate Social Responsibility and consumer brand preference are linked in pre-emerging economies: the role of brand credibility and brand attitude. Cogent Business & Management, 11(1).https://doi.org/10.1080/23311975.2024.2367094. Taylor and Francis (Scopus indexed)
  10. Jaravaza, D. C., Makudza, F., Mandongwe, L., Muparangi, S., Machaka, T., Chisiri, B., … Jaravaza, N. (2024). Women entrepreneurship in marginalized communities: Does culture, Ubuntu, religiosity and ancestral relevance matter? Community Development, 1–21. https://doi.org/10.1080/15575330.2024.2344206 . Taylor and Francis (Scopus indexed)
  11. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2024). Featuring women on advertisements: juxtaposing Afrocentric and Eurocentric idealization of body size in Sub-Saharan Africa. Journal of African Business, 26(1), 146-163. https://doi.org/10.1080/15228916.2024.2321109. Taylor and Francis (Scopus indexed)
  12. Jaravaza, D. C., Risiro, J., Mukucha, P., & Jaravaza, N. (2024). Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems. International Journal of Pharmaceutical and Healthcare Marketing, 18(1), 67-85. https://doi.org/10.1108/IJPHM-02-2023-0016. Emerald (Scopus indexed)
  13. Mukucha, P., Chari, F., Jaravaza, D. C., & Shumba, V. (2024). The influence of negotiation approaches on supplier relationship management in Zimbabwe’s fast-food industry. Logistics, Supply Chain, Sustainability and Global Challenges, Ahead of Print, 1-15. https://sciendo.com/article/10.2478/jlst-2024-0004.Com DOAJ indexed
  14. Dangaiso, P., Mukucha, P., Makudza, F., Towo, T., Jonasi, K., & Jaravaza, D. C. (2024). Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: a post pandemic customer perspective. Cogent Social Sciences, 10(1):2296590. https://doi.org/10.1080/23311886.2023.2296590. Taylor and Francis (Scopus indexed)
  15. Dangaiso, P., Jaravaza, D. C., Mukucha, P., Bowora, A., Hlabiso, G., & Jonasi, K. (2024). More Pay and Benefits or Better Work-life Balance? Post Pandemic Perspectives on Employee Centricity among University Frontline Staff. Journal on Efficiency and Responsibility in Education and Science, 17(2), 151–163. https://doi.org/10.7160/eriesj.2024.170205. Eriesjournal.com (Scopus indexed)
  16. Dangaiso, P., Jaravaza, D. C. & Mukucha, P. (2024). Evaluating the predictors of mobile health acceptance among Zimbabwean university students during the COVID-19 era: an integrated framework. Cogent Social Sciences, 10(1):2299141. https://doi.org/10.1080/23311886.2023.2299141. Taylor and Francis (Scopus indexed)
  17. Jaravaza, D. C., Makudza, F., Mandongwe, L., Muparangi, S., Machaka, T., Chisiri, B., Mukucha, P., & Jaravaza, N. (2024). Women entrepreneurship in marginalized communities: Does culture, Ubuntu, religiosity and ancestral relevance matter? Community Development, 56(1), 59-79. https://doi.org/10.1080/15575330.2024.2344206. Taylor and Francis (Scopus indexed)
  18. Mukucha, P., Jaravaza, D. C., & Nyengerai, S. (2023). Circular economy of shopping bags in emerging markets: a demographic comparative analysis of propensity to reuse plastic bags versus cotton bags and paper bags. Cogent Engineering, 10(1), 2176582. https://doi.org/10.1080/23311916.2023.2176582. Taylor and Francis (Scopus indexed)
  19. Ngcamu, L.J., Quaye, E.S, Horvey, S.S., Jaravaza, D.C. (2023) Personality traits, money attitudes and consumer decision‐making styles as predictors of investment products choice in South Africa. Journal of Consumer Behaviour.DOI:10.1002/cb2146 Taylor and Francis (Scopus indexed)
  20. Mukucha, P., Jaravaza, D. C. & Jaravaza, N. (2023). Female genital modification: untangling visual attractiveness of female genitalia from an Afrocentric perspective of male sexual partners. Cogent Social Sciences, 9(1), 2226895. https://doi.org/1080/23311886.2023.2226895. Taylor and Francis (Scopus indexed)
  21. Dangaiso P., Makudza, F., Jaravaza, D. C., Kasvabatika, J., Makiwa N., Gwatinyanya, C (2023) Evaluating the impact of quality antecedents on university students’ e-learning continuance intentions: a post COVID-19, perspective. Cogent Education,10:1,2222654, https://doi.org/: 10.1080/2331186X.2023.2222654. Taylor and Francis (Scopus indexed)
  22. Mukucha, P. & Jaravaza, D. C. (2023). Shockvertising of luxurious fast-foods brands in emerging markets: Differential effects of consumer demographic profiles. Cogent Business & Management, 10(2): 2220199. https://doi.org/10.1080/23311975.2023.2220199. Taylor and Francis (Scopus indexed)
  23. Makudza, F., Jaravaza, D. C., Govha, T., Mukucha, P., & Saruchera, F. (2023). Enhancing supply chain agility through e-procurement in a volatile frontier market. Journal of Transport and Supply Chain Management, 17:a847. https://doi.org/10.4102/jtscm.v17i0.874. Oasis International Publishing (Scopus indexed)
  24. Jaravaza, D. C., Rusiro, J. & Mukucha, P. (2023). COVID 19 vaccination national radio advertising credibility assessment by rural consumers: the influence of indigenous medical knowledge systems and traditional beliefs. Cogent Public Health. https://doi.org/10.1080/27707571.2023.2178052 . Taylor and Francis DOAJ indexed
  25. Mukucha, P., Jaravaza, D. C. Makudza, F. (2022). Towards Gender-Based Market Segmentation: The Differential Influence of Gender on Dining Experiences in the University Cafeteria Industry. Management and Economics Review, 7(2): 182-199. DOI:24818/mer/2022.06-06. Ceeol DOAJ indexed
  26. Mukucha, P., Jaravaza, D. C., Makudza, F. (2022). Modelling customer loyalty intentions, food quality and demographic moderators in subsistence markets. Business Excellence and Management, 12(3):40-59. https://doi.org/10.24818/beman/2022.12.3-04. DOAJ indexed
  27. Mandongwe, L.,Jaravaza, D.C. & Makudza, F. (2022) The Moderating Effect of Demographics and Institutional Characteristics Between Religiosity and Cost and Management Accounting Practices of Rural SMEs. SAJEST 5(ii),Volume 5 Issue Number ii, https://dx.doi.org/10.4314/sajest.v5i2.39828 (DOAJ indexed)
  28. Zici, A., Quaye, E. S., Jaravaza, D. C., & Saini, Y. (2021). Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa. Cogent Psychology, 8(1). https://doi.org/10.1080/23311908.2021.1991728. Taylor and Francis (Scopus indexed)
  29. Jaravaza, D.C., & Saruchera, F. (2021) Culture and attitudes towards contraception of women in subsistence markets. The role of values and social axioms. International Journal of Pharmaceutical and Healthcare Marketing, Emerald Publishing Limited 1750-6150. https://dx.doi.org 10.1108/IJPHM-11-2020-0100 Taylor and Francis (Scopus indexed)
  30. Mukucha, P. & Jaravaza, D. C. (2021). Global fast foods Brands: The role of consumer ethnocentrism in frontier markets. Journal of Industrial Distribution & Business, 12(6):7-21. doi:http://dx.doi.org/10.13106/jidb.2021.vol12.no6.7. koreascience.kr. DOAJ indexed
  31. Mukucha, P., Mushanyuri, B. E. & Jaravaza, D. C. (2021). Green Sourcing: Effects on Supplier Performance Metrics in Fast Food Restaurants in Frontier Markets. Logistics, Supply Chain, Sustainability and Global Challenges, 12(1): 47-59. https://sciendo.com/article/10.2478/jlst-2021-0004. Sciendo DOAJ indexed
  32. Mandongwe, L., & Jaravaza, D. C. (2020). Women entrepreneurial intentions in subsistence marketplaces: The role of entrepreneurial orientation and demographic profiles in Zimbabwe. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1818365 Taylor and Francis (Scopus indexed.
  33. Jaravaza, D. C., & Guveya, A. (2016). The impact of sports sponsorship on brand equity dimensions: A case of Castle Lager Brand in Zimbabwe. International Journal of Science and Research, 5(5), 1958-1963. Paper ID: NOV163837.
  34. Nyengerai, S., Jaravaza, D. C., Mukucha, P., Chirimubwe, R. & Manjoro, E. (2013). Determinants of perceptions towards private label brands in Zimbabwe. The role of familiarity, store image, demographic factors, and consumer characteristics. Greener Journal of Business and Management Studies, 3(5):224-230. http://dx.doi.org/10.6007/IJARBSS/v3-i12/418.
  35. Jaravaza, D.C., Mabhungu, I., Nyengerai, S. (2013) Students’ perspective on factors influencing academic performance in introductory accounting courses at Universities in Zimbabwe, International Journal of Innovative Research and Development, Vol 2 6 June 2013.
  36. Jaravaza,D.C. (2013) Traditional Contraceptives and Indigenous knowledge systems in Mutasa district of Manicaland Province, Zimbabwe. International Journal of Academic Research in progressive Education and Development, Vol 2 no 2, pp 29 – 35 April 2013 available online Http;/www.ijarrped.org
  37. Mukucha, P., Musekiwa, A., Chirimubwe, R. G., , D. C. & Nyengerai, S. (2012). Customers’ emotional responses to employees displayed positive emotions. Australian Journal of Business and Management Research, 2(6):40-46. Worldcat indexed

Edited books accepted, in press:

  1. Masengu, R., Kiwa, J., Chabata T & Jaravaza D.C (2025) “Cognitive Commerce: Understanding Consumer Behaviour in the Era of AI and Machine Learning”, Palgrave MacMillan (Scopus indexed)
  2. Masengu, R., Kiwa, J., Chabata T & Jaravaza D.C (2025) “Cognitive Commerce: Understanding Consumer Behaviour in the Era of AI and Machine Learning”. Palgrave MacMillan (Scopus indexed)

Research projects in progress 

Book chapters accepted for publication

  1.  Jaravaza, D. C., & Mukucha, P. (2025). Technopreneurs’ AI self-efficacy’s effects on AI-based decision making: The role of AI interest, use and perceived self-efficiency. In Artificial Intelligence and Digital Entrepreneurship in Africa. Palgrave Studies in Technology and Innovation in Africa (Series ID: 17337). Palgrave Macmillan Springer Publishing. (Scopus indexed)
  2. Mukucha P., Jaravaza D.C., Dangaiso P (2025) “Antecedents and Customer Outcomes of Social Media Engagement Metrics in the Zimbabwean Fast-Food Industry“, In Digital Marketing in Africa: Opportunities, Challenges and Transformative Futures, Palgrave MacMillan (Scopus indexed).
  3. Mutsvangwa S., Jaravaza D.C., Mukucha P., Chingwaru T (2025) Dynamic Pricing: a gentle approach to key concepts and applications in the era of AI and Machine Learning. In “Cognitive Commerce: Understanding Consumer Behaviour in the Era of AI and Machine Learning”, pp 48 -65 Palgrave MacMillan (Scopus indexed).
Faculty of Commerce