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With more people across Africa gaining access to the internet, digital marketing offers a way for firms to reach an ever-larger audience. The number of people buying goods and services online has more than doubled in the last five years and the COVID-19 pandemic further accelerated the shift towards online shopping and digital content consumption. This contributed volume balances theory with practical research-based case studies, providing an outline of the current state of digital marketing in Africa, as well as an assessment on the opportunities and challenges that lie in the future.
Chapters in the book explore cutting edge digital marketing topics, including social media engagement metrics, consumer behaviors towards virtual reality (VR), interactivity in digital out-of-home advertising, enhanced customer engagement and customer experience, artificial intelligence (AI) and data analytics, and digital marketing for sustainable public health development. It will be of great interest to scholars and students of marketing, technology and innovation and business in Africa and beyond.
CHAPTER 1.- Digital Marketing Technology and Disruptive Digital Innovations in Africa.- CHAPTER 2.- High Disruptive Digital Marketing Technology, Digital Innovations and Techno-Entrepreneurship.- CHAPTER 3.- Potentials And Challenges of Social Media Marketing Among Services Business In South Africa.- CHAPTER 4.- Disruptive Digital Marketing Technologies for Sustainable MSME Empowerment.- CHAPTER 5.- Adoption Of Digital and Social Media Marketing Platforms as Digital Strategy for Enhancing Sustainable Development of Developing Countries.- CHAPTER 6.- Ethical Considerations in The Social Media Marketing in Africa.- CHAPTER 7.- A Broad Conceptualization of Social Change: An Examination of How Mobile Phone Technology Usage in Africa Is Making Digital Business Possible.- CHAPTER 8.- Digital Marketing Information and Communication Technologies (ICTS) And Human-Centred Design (HCD) For Sustainable Entrepreneurship in Africa.- CHAPTER 9.- Artificial Intelligence (AI) And Digital Marketing for Sustainable Business Development in Africa.- CHAPTER 10.- Using Social Media Marketing Strategy to Solve Business Challenges Post-Covid 19 Pandemic.- CHAPTER 11.- Conclusion And Recommendations.- What Does Future Holds in Digital Marketing in Africa: Opportunities, Challenges and Transformative Futures?.
Brighton Nyagadza is a Lecturer in Digital Marketing at York St John University, London Campus, UK. Previously he was based at the Department of Marketing at Marondera University of Agricultural Sciences and Technology, Zimbabwe. He is a CABS (UK) Certified Business and Management Educator (CMBE) and Fellow of the Academy of Marketing Science (USA). His work on digital marketing and agri-business has been published widely in books and journals.
