This edited collection analyzes the challenges, opportunities and strategies that shape the role of digital marketing in the internationalization of African SMEs. Digital economies are expanding rapidly, motivating this volume, which provides critical insights into effective strategies for SMEs seeking to enhance their global competitiveness.

The contributors present a nuanced perspective of digital marketing’s impact on SME performance, addressing critical questions about market access, consumer behavior, and brand management.

Ideal for entrepreneurs, policymakers, and researchers, this volume serves as a vital reference for those interested in empowering African SMEs to be successful digitally in the global market. Whether you’re a student or a practitioner, this book offers actionable insights to navigate the complexities of digital marketing in emerging economies.

Kathy-Ann Fletcher is a Lecturer in Marketing in the Dundee Business School, Abertay University, UK. Her research focuses on consumer behaviour, branding and marketing management. She has published in areas of sustainability, digital and social media marketing, consumer behaviour and luxury brands.

Raphael Odoom is a research associate at the Department of Marketing Management, University of Johannesburg, and is currently with the University of Ghana Business School. His research interests are in the areas of branding, digital marketing and small business management. He has published in European Business Review, Journal of Brand Management, Journal of Enterprise Information Management, Journal of Product and Brand Management, Marketing Intelligence and Planning, Qualitative Market Research: An International Journal, Services Marketing Quarterly, Management Research Review, among others.

Kofi Osei-Frimpong is an Associate Professor of Marketing at the Africa Business School, Mohammed VI Polytechnic University, Rabat, Morocco. He is also a Research Fellow at the Vlerick Business School. He received his PhD from the University of Strathclyde, Glasgow, UK. His research interest includes value co-creation in healthcare service delivery, customer engagement practices, social media use, and service design. He is published in Journal of Business Research, European Journal of Work and Organizational Psychology, Computers in Human Behavior, Journal of Marketing Theory and Practice, International Journal of Retail & Distribution Management, Journal of Service Theory and Practice, among others.