The African market offers enormous opportunities for business digitisation and a shift from the brick-and-mortar model that has defined her business operations and processes. Despite an increase in the number of start-ups taking advantage of the digital space to launch new businesses, the African market is still underserved.

Digitalisation is transforming economies and societies around the world, including Africa. More and more people and businesses in Africa are connecting to the internet and using a wide range of digital technologies. Africa’s digital economy is expanding at an unprecedented speed and scope, thereby creating huge opportunities for enterprises on the continent.

The dynamics of the world’s pervasive digital technologies is transforming organisations and enabling enterprises to create sustainable competitive advantage. This presents huge economic opportunities for Africa.

Social media is a powerful advertising tool in today’s competitive business environment. Though social media advertising is helping businesses reach out to consumers through numerous channels, research into this phenomenon is still scarce in the African marketplace.

Digital transformation is increasingly providing a wide range of business opportunities as well as changing the competition conditions. As a result, firms of varying sizes are integrating digital technologies such as digital platforms, into their strategy to attract new customers, manage customer relationships, create new value and achieve greater performance.

The emergence of new technologies is influencing marketing research and business decisions. Specifically, artificial intelligence (AI), virtual reality (VR), and neuropsychological tools are changing the way we collect, store, and analyse marketing data. To realise the benefits of these technologies, which …