Digital Public Relations and Marketing Communication Trends in Africa
- 222 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Digital Public Relations and Marketing Communication Trends in Africa
About this book
The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. Despite the increase in usage and adoption of the internet in Africa, there is limited information about digital marketing trends on the continent. This book is among the first to present an edited collection of chapters on digital and influencer marketing authored by many who are either from or have close ties to Africa.
This book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent. With this in mind, the contributors seek to interrogate digital marketing trends in two stages: the status of digital marketing on the African continent, including cases from Nigeria, Egypt, Uganda and Kenya, and an analysis of the rise of influencer marketing, including cases from Nigeria and Uganda. This book will explore factors driving the increase in digital media platforms in Africa as well as an analysis of the implications of the growth in digital marketing, using various theoretical and methodological underpinnings to probe trends.
Digital Public Relations and Marketing Communication Trends in Africa provides significant implications for marketing scholars and researchers and will be relevant to those looking to understand the opportunities and challenges ahead.
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Information
Table of contents
- Cover
- Half Title
- Series Page
- Title Page
- Copyright Page
- Table of Contents
- List of contributors
- 1 Africa: An Introduction to a Growing Digital Market
- 2 The State of Public Relations Research in Africa
- 3 Corporate Reputation Management Opportunities and Challenges in the Social Media Age: Experiences of Public Relations Practitioners in Zimbabwe
- 4 Effect of Social Media Usage in Zimbabwe’s Telecommunications Industry and Its Impact on Corporate Reputation Management
- 5 Twitter (X) Activism and Crisis Management: A Case Study of KFC Kenya Franchise
- 6 Digital Beef or Digital Bluff? An SMCC-based Analysis of General Muhoozi’s Provocative Tweets and Contentious Kenya-Uganda Twitter (X) Discourse
- 7 Digital Marketing and Public Relations in Egypt
- 8 Social Media Marketing of Public Universities in Ghana: The Use of Facebook
- 9 Africa Rising: Assessing How African Online Influencers Are Influencing Consumer Buying Decisions – A Study of the Nigerian Telecommunications Industry Using Lagos State as a Case Study
- 10 Digital Ecosystem in Africa: Unfolding Regulatory Practices, Gaps, and Trends
- 11 Trends in Public Relations and Marketing Research in Africa
- Index