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,...

This paper challenges a long-held assumption of prior research that online word of mouth (eWOM) is anonymous and impersonal by examining online shoppers' opinion seeking in the context of using a product review website affording access to a digital social network (SN). Motivated by the need to...

The proposed regulation launched by the European Commission on the gatekeepers' regime under the name of the Digital Market Act and the Digital Services Act represents an important change in the regulation and commitments of the platforms that initially control the market, or have that capacity,...

In the past couple of years, several reports have concluded that a small number of large digital platforms act as gatekeepers in that they are necessary gateways between business users and their prospective customers. This allows these platforms to take advantage of the dependency of these...

This book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social...