The rise of e-commerce businesses in Africa

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dc.contributor.advisorGál, Tímea
dc.contributor.authorChtaibi, Kawtar
dc.contributor.departmentDE--Gazdaságtudományi Kar
dc.date.accessioned2023-12-14T12:39:31Z
dc.date.available2023-12-14T12:39:31Z
dc.date.created2023-10-20
dc.description.abstractIn 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.
dc.description.courseCommerce and Marketing
dc.description.degreeBSc/BA
dc.format.extent68
dc.identifier.urihttps://hdl.handle.net/2437/363118
dc.language.isoen
dc.rights.accessHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.
dc.subjectE-commerce
dc.subjectsocial media marketing
dc.subjectconsumer behavior
dc.subject.dspaceDEENK Témalista::Közgazdaságtudomány
dc.titleThe rise of e-commerce businesses in Africa
dc.title.subtitleImpact of social media marketing of FMCGs products on the purchasing behavior via e-commerce platforms
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