Email: M.S.A.Baba@soton.ac.uk
Tel: +44 7935 282283
Melissa Baba is a Senior Research Assistant, with Research & Innovation Services based in Southampton Business School at the University of Southampton.
Melissa is primarily interested in Financial Technologies (FinTech) including Mobile Money, digital wallets, biometric payments, Instant platforms, Digital Currencies & Value added services like micro lending, insurance and investment. She is also keen on the adaptation of digital Financial Services by underrepresented ecosystem actors (I.e. women, youth, vulnerable groups, Agents, Micro, Small and Medium Enterprises) to regulatory, socio-cultural, political and economic changes.
Melissa is a Digital Payment Systems Expert with over 15 years’ experience in Business Enterprise Intelligence and Persuasive Business Development. She has supported digital financial services ecosystem actors create, deploy and manage innovative Fintech products and services. As an early career academic she supports her research with strong empirical professional knowledge. Melissa's research have been published in industry reports, Information Systems Journal (ABS 4*) and European Journal of Information Systems (ABS 4*). She also volunteers as researcher and advocate of Women in Digital Finance with the Africa Centre for Media and Financial Literacy (ACMFL).