Prof Juma James Masele




Juma James Masele

College/School/Institute/ Directorate/Unit:

University of Dar es Salaam Business School


General Management


Associate Professor

Current Summarised CV/Profile:

Prof Masele has worked as a researcher, trainer and consultant in various areas of Management information systems, Technology transfer and innovation, and Strategic management with more than 15 years of experience. Prof Masele is a committed academic mentor and has supervised over Twenty postgraduate students’ theses/dissertations both at PhD and Masters level. Prof Masele is a visiting professor in the Nelson Mandela African Institution of Science and Technology-Arusha, Tanzania teaching E-Business courses. He was also a visiting lecturer teaching Environmental Project Management course to the Environmental Management Information Systems-EMIS master’s students, Universidade Pedagógica de Maputo- MOÇAMBIQUE

Professional Details:

Level of Education and where attained:

PhD (Oldenburg), MIS (Dar), PGD-MCMIS (Maastricht), BSc (SUA)

Specialised areas of teaching:

  1. Management information systems
  2. Technology transfer and innovation
  3. Strategic management
  4. Business Research methods

Research interests:

  1. ICTs for Sustainable, Inclusive and pro-poor growth 
  2. Green entrepreneurship 
  3. Green Information Systems
  4. Reverse Innovation and Technology transfer
  5. Sustainability and Responsible Business Practices

Recent projects:

2019 to Date: Principal Investigator of the project on Children Rights and Responsible Business Practices project – An initiative between the private sector and University of Dar Es Salaam Business School, under funding of the United Nations Children's Fund (UNICEF).

2019-Todate: Co-Investigator in the Production of Tomato Powder Proto-type from Local Non-transgenic Tomatoes and Investigation of the Powder Shelf-life Stability and Consumer Market Values

2017-Todate: UDBS Focal person in the (CENIT@EA) project- a Centre of Excellency for Information Technology in East Africa, where the University of Dar es Salaam is a Partner. This a driven engagement-focused platform for integrated research on embedded and mobile systems under the coordination of the Carl von Ossietzky University of Oldenburg- Germany & hosted by the Nelson Mandela African Institution of Science and Technology-Arusha, Tanzania.

Membership and Registration:


  1. Member of the University of Dar es Salaam Academic staff Assembly (UDASA)
  2. Member of the Operation Research Society of East Africa (ORSEA)
  3. Member of the Young Leaders team, African-European Academic Alliance for Sustainable Tourism Development, Environmental Sustainability and Poverty Alleviation (3A-STEP).


  1. 2022: Coordinator for Postgraduate Studies, UDBS
  2. 2019- 2022: Coordinator for Departmental colloquiums and publications, in the Department of General Management, UDBS.
  3. 2014-2018: Coordinator for Undergraduates Studies- UDBS and UDBS Board member.
  4. 2014-2018: Board Member, Institute of Development Studies (IDS).

Important Contribution:

Ali, N. S., Masele, J.J., Kessy, S.S. (2023). The Influence of Information Technology Systems Quality on Business Value Creation in Commercial Banks in Tanzania: The Moderating Role of Information Technology Knowledge Management, Business Management Review, 26(1), 74-91.

Masele, J.J., Mrisha, H., Warren, T., E. (2023). E-commerce service quality influence on domestic tourists satisfaction in Tanzania: a pursuit to sustaining tourism growth amid COVID-19 pandemic, International Journal of Digital Culture and Electronic Tourism, 4 (2), 171-188.

Masele, J.J. & Joseph, R.  (2023): Media firms’ preparedness and coping strategies in the emergence of social media: a case of Tanzania, Journal of Media Business Studies,

Masele, J.J. & Mutiba, L. (2022). Factors influencing Tanzanian consumers’ claim for EFD sales receipts after transactions: evidences from car drivers, Tanzania Journal of Development Studies, 20 (2), 172–190.

Masele, J.J. and Daud, E. (2022). Sources of information and the influence of misinformation on COVID-19 vaccine uptake hesitancy among frontline workers in Tanzania: evidences from Dar es Salaam and Dodoma, Global Knowledge, Memory and Communication,

Masele, J.J. & Rwehikiza, D. P. (2022). Usability of social media for promoting higher learning institutions’ activities in Tanzania: A diffusion of innovation perspective, Journal of Non-profit & Public Sector Marketing, doi/full/10.1080/10495142.2022.2133060.

Warren, T., Masele, J.J. & Magova, G. B. (2022). Testing efficiency in the health sector: a case of Uganda's health centre IVs, Int. Journal of Behavioural and Healthcare Research, 8 (1-2), 84-103.

Masele, J.J. (2021). Information Sharing in the Social Media Era: A User in African Perspective, University of Dar es Salaam Library Journal, 16, (2), 202-222.

Masele, J.J. & Kagoma, R. S. (2021). Usefulness of human capital management information systems on payroll reliability among public universities in Tanzania, Public Money & Management, DOI: 10.1080/09540962.2021.1906579.

Masele, J.J. and Matama, R. (2020). Individual Consumers’ trust in B2C Automobile E-commerce in Tanzania: Assessment of the influence of Web design and Consumer Personality, The Electronic Journal of Information Systems in Developing Countries, 86 (1), e12115.

Masele,J.J. (2020). Sustaining Green eBusiness Adoption among SMEs in Tanzania: Analysis from Small and Medium Tour operators in Kilimanjaro, Arusha, Dar es Salaam and Zanzibar. In Wineaster Anderson, Lena Mossberg and Tommy Anderson (Ed) (2020) Sustainable Tourism Development in Tanzania, Cambridge Scholars Publishing, 205-228.

Masele, J.J. (2019). Modeling Green eBusiness Adoption among Small and Medium Tourism Enterprises in Tanzania, The African Journal of Information Systems 11 (3), 209-231.

Masele, J.J. (2019). Top management team's green entrepreneurial attitude and its influence on green ebusiness adoption: empirical evidence from tour operators in Tanzania, Small Enterprise Research 26 (1), 78-104.

Masele, J.J. (2019). Access to and use of computer ergonomics related information among PhD students in East Africa: a case of University of Dares Salaam-Tanzania and Makerere University-Uganda, University of Dar es Salaam Library Journal, 14 (1), 14-22.

Masele, J.J. and Kagoya, S. (2018). Academic Safety and Health (ASH) requirements for ICT usage by PhD students in developing countries: A case of University of Dar es Salaam (Tanzania) and University of Makerere (Uganda), International Journal of Education and Development using ICT, 14 (3), 72-92.

Kisusi, R.L & Masele, J.J. (2018). Efficacy of public awareness strategies for promoting existing cultural heritage tourism assets in Dar es Salaam, Journal of Heritage Tourism, 14 (2), 117-137.

Masele, J.J. (2017). Tour operators’ Green Practices in E-Business use: Analysis through ICT Sourcing, Operational Practices and End-of-Life Management among Tanzania’s Tour Operators. ORSEA Journal, 7 (2), 28-47.

Muries, B. & Masele, J.J. (2017). Explaining Electronic Learning Management Systems (ELMS) Continued Usage Intentions among Facilitators in Higher Education Institutions (HEIs) in Tanzania, International Journal of Education and Development using ICT, 13(1), 123-141.

Masele,J.J.& Magova, G.B.  (2017). Towards Social Media Usage for Promotional Activities in Tanzanian Pension Schemes: A Factor Scores Regression Analysis of Perceived Factors, Business Management Review, 20(1), 38-53.

Masele,J.J.& Taluka, E.  (2016). Influence of Perceived Trust in Rural Consumer Mobile Payment Service Adoption: An Understanding of Moderation Effects of Gender and Age, Business Management Review, 19(2), 66-81.

Masele, J.J. (2015). Towards E-Commerce Use for Pro-Poor Tourism Promotion: Local Providers' ICT Training Needs in Tanzania, International Journal of Innovation and Technology Management. 12(4), 1550020. World Scientific Publishing Company.

Masele, J.J (2011). Towards Sustainable Tourism: Utilizing E-Commerce Applications for minimizing impacts of Climate change. In 5th International Symposium on ITEE 2011 held in Poznan, Poland from 6-8July 2011, Information Technologies in Environmental Engineering Environmental Science and Engineering, 3 (4), 445-459, DOI: 10.1007/978-3-642-19536-5_35-SpringerLink

Masele, J.J (2011). Twiga Hosting Ltd – Providing Affordable Information and Communication Technologies Services to Small and Medium Enterprises, Emerald Emerging Markets Case Studies, 1 (4),  doi/10.1108/20450621111197163/full/htm