Salvato in:
| Autore principale: | |
|---|---|
| Natura: | Recurso digital |
| Lingua: | inglese |
| Pubblicazione: |
Zenodo
2025
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| Accesso online: | https://doi.org/10.5281/zenodo.15194612 |
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Sommario:
- <p><span>Africa’s Gen Z and Millennials, representing over 60% of the continent’s population, are redefining consumer behavior through their digital-nomadic lifestyles in the gig economy. This study explores how these young consumers leverage mobile technology and cultural identity to shape hyper-localized consumption patterns, using a mixed-methods approach that combines AI-driven sentiment analysis of social media data (n=1.2 million posts) and surveys of 2,500 consumers across Kenya, Nigeria, and South Africa. Findings reveal that 78% of respondents use mobile apps for gig work and consumption, with 65% prioritizing culturally resonant products. A proposed Digital-Nomadic Consumer Framework highlights the interplay of technology, culture, and economic context, offering actionable insights for businesses, policymakers, and researchers to foster sustainable development in Africa and advance global consumer behavior studies.</span></p> <p><span>Dr.Gitonga Muriithi</span></p>