Marketing Technologies and Development in Africa


This special issue invites submissions that will broaden the theoretical space by identifying the drivers, barriers, and performance outcomes of the interplay between technology and marketing strategy and practice in Africa. Africa, which has some of the world's youngest populations, is poised to become a major consumer market as consumers get more comfortable with Internet, social, and mobile technologies. Besides, the continent's nascent technological environment will continue to transform relationships in any B2B (business-to-business), B2C (business-to-consumer), C2C (consumer-to-consumer), or G2C (government-to-citizen) context. Therefore, combining effective marketing strategy with existing marketing technologies and emerging ones is particularly crucial as it will enhance marketing research and insights, market development, consumer engagement, job-creation resources, innovations, and new product development. As the COVID-19 pandemic rages on, businesses on the continent will also face increasing pressure to engage their customers and maintain their brand image. Yet, limited attention has been given to how marketing technology can impact the continent’s key foundations of development.

List of topic areas

  • Mobile financial services marketing
  • Artificial intelligence and marketing
  • e-customer relationship management
  • Online marketing communication tools
  • Applications of blockchain technology in marketing
  • Current state of literature on marketing technologies
  • Technology-enabled realities (e.g., Augmented Reality, Virtual Reality, Mixed Reality) and marketing
  • Customer data security
  • Personalization and customization
  • Social media marketing; Mobile marketing
  • Internet marketing and e-commerce
  • Public sector and non-profits online marketing
  • Sharing economy and marketing

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available at:

Author guidelines must be strictly followed. Please see:

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines

  • Opening date for manuscripts submissions: 03/04/2023
  • Closing date for manuscripts submission: 01/09/2023
  • Closing date for abstract submission: 01/05/2023
  • Email for submissions: [email protected]; [email protected]

Guest Editors

Robert A. Opoku

Red Deer Polytechnic Donald School of Business, Science, and Technology - Canada

[email protected]

Bedman Narteh

University of Ghana, Department of Marketing & Entrepreneurship, University of Ghana Business School - Ghana

[email protected]