ESCP Europe

Item type

Ebook

Language

English

Publication year

2025

ISBN

9783031972102

Note

• 1 user licence

Subjects

ELECTRONIC COMMERCE - TECHNOLOGICAL INNOVATION - CUSTOMER RELATIONSHIP MANAGEMENT - CONSUMER BEHAVIOR - AFRICA

Drawing on a rich mix of empirical studies and conceptual frameworks, this volume examines key themes at the forefront of Africa's digital revolution. It explores the impact of super-apps and IoT on consumer interactions, the role of mobile technologies in shaping African digital ecosystems, and the multifaceted influence of digital technologies on socio-economic development. The book delves into cutting-edge customer engagement strategies, including the use of short-form video content, chatbots, and emojis in digital customer service, providing empirical insights into their effectiveness in the African context. Furthermore, this volume offers nuanced analyses of social media's role in brand engagement and e-commerce, exploring generational dynamics and cross-country trends.