Téléchargez le livre : Digital Marketing in Africa

Digital Marketing in Africa

Opportunities, Challenges and Transformative Futures

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Palgrave Macmillan


Paru le : 2026-02-10



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Description

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.
Pages
271 pages
Collection
n.c
Parution
2026-02-10
Marque
Palgrave Macmillan
EAN papier
9783031970870
EAN PDF
9783031970887
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
27
Taille du fichier
10240 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
179,34 €
EAN EPUB
9783031970887
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
27
Taille du fichier
5847 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
179,34 €

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.

 

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