This book investigates the impact innovation and technology
can have on digital advancements across multiple industries and sectors of the
current economy. The evolution and expansion of the digital economy requires
businesses and public sectors to incorporate new technologies in order to
remain viable, competitive, and provide effective services.
This book examines and exemplifies the impact of
digitalization on operational frameworks and customer interaction. The first
chapter(s) focus on the impact of social media on consumer behaviour, in
particular, how advertising on Instagram and the use of nano influencers affect
the purchasing intentions of the digital natives of Generations Y and Z. The
book also examines the omnipresence of retail mobile applications and how they
position themselves to be customer-centric in the South African market.
The book also goes beyond consumer markets and critically
examines other areas of significant change. It talks about and validates a
conceptual framework for digital transformation of the South African public
sector. The authors identify and discusses key components of the model, which
include: transformational leadership, organizational culture, and adaptable
governance. It also discusses and systematically examines the impact of
digitalization on the performance of small and medium enterprises (SME), and
how it enhances operational efficiency and productivity.
Integrating theoretical approaches such as the Technology
Acceptance Model (TAM), with practical perspectives, this book is a critical
reference for policymakers, marketers, and researchers. It examines the
possibilities and complexities of the digital age and articulates strategies
for optimizing technology for sustainable value economic creation.
Editor(s) Details
Prof. Michael
Twum-Darko
Faculty of Business and Management Sciences at Cape
Peninsula University of Technology in Cape Town, South Africa.
Please see the book here :- https://doi.org/10.9734/bpi/mono/978-81-69006-58-3
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