Digital Brand Communication in the African Economy: A Critical Review of Theory, Practice, and Emerging Issues

Abstract

With digital technology significantly revolutionizing the way organizations interact with their customers, digital brand communication has become one of the most critical components that can help organizations develop a competitive edge and build long-term relationships with their customers. Even though digital communication has been rapidly developing in the modern world, there is little understanding of digital brand communication in Africa and specifically in Nigeria through the prism of the relevant academic literature. The purpose of this review paper is to analyse the development, theoretical background, drivers, and perspectives of digital brand communication in Africa. Using an approach of narrative integrative review, this paper critically examines existing literature available in various disciplines such as communication, marketing, branding, and information systems in order to gain insight into the concept of digital brand communication in the new digital ecosystem. Some of the key factors that determine effective digital brand communication are social media marketing, personal communication, content marketing, influencer marketing, user generated content, electronic word of mouth, artificial intelligence, omnichannel communication, and mobile first engagement. Digital brand communication is constrained by infrastructural constraints, digital inequality, privacy issues, cyber security threats, regulatory concerns, and cultural diversity. Through the synthesis of Relationship Marketing Theory, Consumer Engagement Theory, and the Technology Acceptance Model, a comprehensive theoretical framework for digital brand communication in Africa is proposed by this study. This literature review adds to the body of knowledge through its analysis of digital brand communication in relation to the African context, the development of a comprehensive perspective, and a research agenda that can be used in future research. The results of the study are valuable in their recommendations for the design of ethical and consumer-centric digital branding that could build brand equity and competitive advantage in Africa.