Rapid digitalisation and social media use has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world - the chapter authors in Navigating the Digital Landscape explore a wide range of topics to help the reader...

"This book delves into the intricacies of this intersection, exploring the transformative influence of AI on how businesses understand, analyze, and respond to the ever-evolving behavior of digital consumers"--

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,...

Produktempfehlungen sind im alltäglichen Umgang zwischen Konsumenten üblich und wirken sich stark auf Konsumentscheidungen aus. Das Verständnis von Faktoren, die Konsumenten dazu bringen, Empfehlungen zu befolgen, ist daher für Manager und Verbraucherforscher gleichermaßen relevant. Obwohl...