Digital Marketing in Africa: Opportunities, Challenges and Transformative Futures

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.