Digital Business Transformation in Africa, Volume II

“This book is an essential resource for understanding the dynamic shifts shaping the continent’s digital economy. Grounded in over a decade of empirical research and policy engagement, it introduces innovative concepts – digital empathy, trust recalibration, and bifurcated participation – to provide a fresh perspective on how African consumers engage with and influence digital platforms.”

—Prof. Fred A. Yamoah, Professor of Business and Society, Buckinghamshire New University, United Kingdom

As Africa's digital economy expands rapidly, it presents a wealth of opportunities for both micro and macroeconomic development. This book, the second of two volumes, offers a comprehensive examination of how digital technologies are altering the way companies interact with customers and the continent's broader digital ecosystem.

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. It also examines the intersection of digital activism and brand management, offering valuable insights for companies navigating the complex socio-political landscape of African markets. It will be of great interest to scholars and students of innovation strategy and business in Africa.

Thomas Anning-Dorson is an Associate Professor at the University of the Witwatersrand, South Africa. His research, teaching and consultancy work has explored value at the corporate, customer, and societal levels, in the fields of innovation, the digital economy, marketing, and strategy, and with a specific focus on Africa and emerging markets. He has contributed to research projects at the University of Oxford, McGill University and the University of Ghana. He has published widely in books and journals.