Digital Business in Africa: Social Media and Related Technologies: Palgrave Studies of Marketing in Emerging Economies
Editat de Ogechi Adeola, Jude N. Edeh, Robert E. Hinsonen Limba Engleză Hardback – 30 iun 2022
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Specificații
ISBN-13: 9783030934989
ISBN-10: 3030934985
Pagini: 318
Ilustrații: XXII, 318 p. 17 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.56 kg
Ediția:1st ed. 2022
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Seria Palgrave Studies of Marketing in Emerging Economies
Locul publicării:Cham, Switzerland
ISBN-10: 3030934985
Pagini: 318
Ilustrații: XXII, 318 p. 17 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.56 kg
Ediția:1st ed. 2022
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Seria Palgrave Studies of Marketing in Emerging Economies
Locul publicării:Cham, Switzerland
Cuprins
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.
Notă biografică
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.
Textul de pe ultima copertă
“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.
—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.
Caracteristici
Explores how social media and related digital technologies shape businesses in Africa Maps Africa’s digital marketplace and discusses the socio-cultural and ethical issues linked to social media marketing Provides recommendations on how African organisations can utilise digital tools and platforms to drive performance