The rise of e-commerce businesses in Africa

Gál, TímeaChtaibi, Kawtar2023-12-142023-12-142023-10-20https://hdl.handle.net/2437/363118In this research paper, we investigated influence of social media marketing on purchasing behavior within the Fast-Moving Consumer Goods (FMCG) industry. The study focus on the relationship between social media marketing and consumer engagement besides the analysis of a case study which is Jumia as a leading e-commerce platform in Africa. We concluded that the growth of the e-commerce platforms in Africa can be achieved with effective marketing strategies of FMCG products.68enE-commercesocial media marketingconsumer behaviorThe rise of e-commerce businesses in AfricaImpact of social media marketing of FMCGs products on the purchasing behavior via e-commerce platformsDEENK Témalista::KözgazdaságtudományHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.