Digital Business in Africa : Social Media and Related Technologies / edited by Ogechi Adeola, Jude N. Edeh, Robert E. Hinson

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Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Palgrave Studies of Marketing in Emerging Economies | Springer eBook CollectionPublisher: Cham : Springer International Publishing, 2022Publisher: Cham : Imprint: Palgrave Macmillan, 2022Description: 1 Online-Ressource (XXII, 318 p. 17 illus.)ISBN:

9783030934996

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Aufsatzsammlung

Additional physical formats: 9783030934989 | 9783030935009 | 9783030935016 | Erscheint auch als: 9783030934989 Druck-Ausgabe | Erscheint auch als: 9783030935009 Druck-Ausgabe | Erscheint auch als: 9783030935016 Druck-AusgabeDOI: DOI: 10.1007/978-3-030-93499-6Online resources:

Summary: 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.Summary: “Evidence shows that the internet is a big equaliser amongst nations. Where people have access to digital technology, lives and livelihoods are sure to improve. There is no doubt in my mind that digital technology remains one of the most powerful keys to unlock Africa's immense potential. This well-timed book shines a much-needed spotlight on what Africa needs to do to take advantage of the possibilities that come with digital technology.” —Alistair Mokoena, Country Director: Google South Africa This pioneering book explores how African businesses and organisations leverage social media, digital tools, and platforms to design and deliver products and services that meet market needs, create value, and enhance customer engagement. The book addresses three interrelated topics. First, it offers stimulating discussions on social media as Africa’s digital marketplace, the socio-cultural and ethical aspects of social media marketing, the benefits and challenges of social media marketing, and the influence of Facebook usage. Second, it covers issues related to emerging technologies with a focus on digital financial inclusion, fintech, big data in marketing, cryptocurrency, and blockchain. Finally, it provides recommendations on how organisations in Africa can enhance their use of digital tools and platforms to drive efficiency and attain superior performance. The authors of this book share their vast and varied experience for the benefit of researchers, practitioners, entrepreneurs, CEOs, and students who are seeking to understand and exploit opportunities in Africa’s digital marketplace. This book is a must-read on digital business in an emerging and dynamic continent — Africa. Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Jude N. Edeh is a Postdoctoral Fellow with the Chair of Business as Unusual: Innovation Practices and New Business Models, Kedge Business School, Marseille, France. Robert E. Hinson is the Deputy Vice Chancellor–Academic at the University of Kigali, Rwanda, Extraordinary Professor at the University of the Free State Business School, South Africa, and Professor of Marketing at the University of Ghana.PPN: PPN: 180912817XPackage identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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