This paper examines the governance challenges of digital marketing innovations by multinational c... more This paper examines the governance challenges of digital marketing innovations by multinational corporations (MNCs) in fragile states, focusing on South Sudan. While these innovations drive economic growth, they operate in a regulatory vacuum, risking consumer exploitation, data privacy breaches, and unchecked monopolies. Through a policy review of legislation, development reports, and academic literature, the study reveals South Sudan's outdated legal framework, ill-equipped for a digital economy. This gap has spurred corporate innovation but left consumers vulnerable. The paper proposes a three-tiered policy solution: data protection laws, modernized consumer rights, and digital literacy initiatives. The goal is balanced governance that fosters innovation while ensuring inclusive, sustainable development.
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Papers by Jude Bassey