Full Description
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.
Contents
1. Digital Business in Africa: Social Media and Related Technologies - An Introduction.- 2. Ethical Social Media Marketing in Africa.- 3. The Benefits and Challenges of Social Media Marketing: Experience from Small and Rural-Based Entrepreneurs in the Vhembe District of Limpopo Province, South Africa.- 4. Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour.- 5. Examining the Impact of Value-Driven Social Media Content Strategies and Product Type on Social Media Behavioural Engagement: Evidence from Nigeria.- 6. A Self-Concept Interactionist Model of Social Media Reputation.- 7. Africa's Digital Marketplace: The Role of Social Media in Customer Engagement.- 8. Digital Financial Inclusion: M-PESA in Kenya.- 9. Fintech, Cryptocurrency and Blockchain Technology: Towards Promoting a Digital Africa.- 10. Role, Characteristics and Critical Success Factors of Big Data(BD) - Implications for Marketing in Africa.- 11. Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market.- 12. Fostering a Digital Learning Ecosystem in Nigeria.- 13. Digital Tools and Platforms as the New Market Place: Driving Digital Business in Africa.
