"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.

Autorentext

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. She commenced her career over two decades ago with Citibank Nigeria, before moving to academia. She holds a doctorate in Business Administration (DBA) from Alliance Manchester Business School, UK (Alliance MBS). She has a Certificate in Internet Marketing from the University of Cape Town, Certificate of Completion in Platform Business Models, Management & Strategy from The Center for Global Enterprise, USA.Jude N. Edeh is a Postdoctoral Fellow at the Chair of Business as Unusual: Innovation Practices and New Business Models, Kedge Business School, France. He received his doctoral education at the Faculty of Economics and Business Sciences, University of Sevilla in Spain. His current research focuses on innovation, international business, entrepreneurship, and sustainability, especially sustainable procurement and sustainable finance. With over five years of consulting experience, Jude has worked with a wide variety of clients ranging from medium to small entrepreneurial firms.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School, Ghana. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. He has also served as the Rector of the Perez University College in Ghana and holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and another in Marketing from the University of Ghana.

Klappentext

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.

Inhalt

Chapter 1. Digital Business in Africa: Social Media and Related Technologies - An IntroductionPart 1 - Social Media

Chapter 2. Ethical Social Media Marketing in Africa

Chapter 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 Chapter 4. Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour

Chapter 5. Examining the Impact of Value-Driven Social Media Content Strategies and Product Type on Social Media Behavioural Engagement: Evidence from Nigeria Chapter 6. A Self-Concept Interactionist Model of Social Media Reputation

Chapter 7. Africa's Digital Marketplace: The Role of Social Media in Customer Engagement

Part 2 - Related Technologies

Chapter 8. Digital Financial Inclusion: M-PESA in Kenya

Chapter 9. Fintech, Cryptocurrency and Blockchain Technology: Towards Promoting a Digital Africa

Chapter 10. Role, Characteristics and Critical Success Factors of Big Data (BD) - Implications for Marketing in Africa

Chapter 11. Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market

Chapter 12. Fostering a Digital Learning Ecosystem in Nigeria

Part 3 - Conclusion

Chapter 13. Digital Tools and Platforms as the New Market Place: Driving Digital Business in Africa