Ogechi Adeola & Jude N. Edeh 
Digital Business in Africa [PDF ebook] 
Social Media and Related Technologies

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.

Tabella dei contenuti

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.

Circa l’autore

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.