Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base

Social media has moved from a nice-to-have marketing channel to a critical business function, but many frameworks still assume developed-market infrastructure. Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base takes a different view, grounding social media strategy in the realities of emerging markets and developing economies.

Marketing Through an Emerging-Market Lens 🌍

This book responds to calls for a systematic approach to understanding transformations in social media marketing. It focuses on how firms in Africa and other emerging markets can use platforms like Facebook and X to overcome economic challenges, reach users in new market segments, and potentially leapfrog competitors in developed markets. The authors examine adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs.

What the Book Covers

• Social media marketing strategy and planning
• Social commerce and the shopping process
• Mobile ecosystems, apps, and brand engagement
• Foundations of mobile commerce
• Ethical, social, and legal issues in m-commerce
• Sociocultural and ethical aspects of social media marketing
• Sector-specific applications in manufacturing, agribusiness, real estate, ICT, and oil and gas

Practical Guidance for Practitioners and Students

While aimed primarily at practitioners, the book blends practical perspectives with contemporary research. It provides pathways to better integrate social media into marketing activities and can serve as teaching text for undergraduate and postgraduate programmes.

Why This Book Matters

Low-cost social technologies offer emerging-market businesses a relatively inexpensive way to build competitive advantage. Yet adoption and implementation are not without challenges. This book highlights those challenges and presents structured approaches to turn social media into a growth driver across multiple industries.

For marketers, business leaders, and students interested in the intersection of digital marketing and emerging-market strategy, this volume offers a focused, evidence-informed starting point.