THE RISE OF COMMUNICATIVE CONSUMERS: HOW AFRICAN YOUTHS USE SOCIAL MEDIA TO SHAPE BRAND NARRATIVES
The digital transformation sweeping across Africa has redefined consumer-brand relationships, with social media emerging as a central platform for interaction. This paper examines the rise of African youths as communicative consumers, digitally empowered individuals who actively participate in shaping, critiquing, and co-creating brand narratives. Anchored in Participatory Culture Theory (Jenkins, 2006), the paper explores how African youths employ local languages, humour, cultural references, and digital activism to influence brand messaging. It further examines the role of user-generated content, micro-influencer networks, and viral online campaigns in amplifying brand stories and shaping public perception. The analysis argues that African youths increasingly function as co-creators of brand meaning through social media advocacy, trend-setting, and participatory engagement. While this transformation presents opportunities such as enhanced brand loyalty and greater visibility for African creativity, challenges remain, including misinformation, cultural appropriation, and trend volatility. The paper concludes that brands seeking sustained relevance in African markets should adopt culturally authentic messaging, foster long-term collaboration with youth creators, and implement responsive digital engagement strategies.
Keywords: Communicative consumers, African youths, brand narratives, social media, cultural authenticity, participatory culture.