Digital Business in Africa : Social Media and Related Technologies (Palgrave Studies of Marketing in Emerging Economies) (1st ed. 2022. 2023. xxii, 318 S. XXII, 318 p. 17 illus. 210 mm)

This edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency. Through social media, businesses are increasingly reaching and engaging their customers in several ways and so enterprises in Africa must harness the opportunities in the digital space if they want to remain competitive, earn profit, and meet their customers’ needs. Accordingly, this book looks at how digital technologies are helping shape the financial, educational, and advertising sectors in Africa. As digital technologies raise challenges, the chapters that follow will discuss ethical and social practical frameworks to effective digital business in Africa. This volume promises to fore both theoretical underpinnings, and practical implementations of digital technologies in the African business context.