The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. The book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent.
The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding. The book showcases digital marketing trends in Africa that are burgeoning at the same speed as the uptake of technology in the continent.
Anne W. Njathi (Ph.D. North Carolina State University) is a data-driven digital marketer and chartered marketer (ACIM) with over 10 years of industry experience in building sustainable brands in Africa. As an assistant professor at Pepperdine University, her research focuses on digital technologies, the creator economy, internet governance and FinTech, from an emerging market perspective. Brandi Watkins (Ph.D., APR, The University of Alabama) is an associate professor in the School of Communication at Virginia Tech. Her research examines the role of digital and social media in facilitating organization-public relationships, brand communication and social change.
Inhaltsangabe
Chapter 1 Africa: An Introduction to a Growing Digital Market Anne W. Njathi Brandi Watkins Chapter 2 The State of Public Relations Research in Africa Brandi Watkins Chapter 3 Corporate Reputation Management Opportunities and Challenges in the Social Media Age: Experiences of Public Relations Practitioners in Zimbabwe Tendai Chari Chapter 4 Effect of Social Media Usage in Zimbabwe's Telecommunications Industry and Its Impact on Corporate Reputation Management Tabani Moyo Cecile Proches Gerwel Emmanuel Mutumbara Upsana Gitanjali Singh Chapter 5 Twitter (X) Activism and Crisis Management: A Case Study of KFC Kenya Franchise Anne W. Njathi Eric Wamanji Chapter 6 Digital Beef or Digital Bluff? An SMCC-based Analysis of General Muhoozi's Provocative Tweets and Contentious Kenya-Uganda Twitter (X) Discourse Teresia Nzau Luke Capizzo Chapter 7 Digital Marketing and Public Relations in Egypt Amany Bassyouny Chapter 8 Social Media Marketing of Public Universities in Ghana: The Use of Facebook Akwasi Bosompem Boateng Chapter 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 Adeola Kayode Christiana Alex-Ojei Chapter 10 Digital Ecosystem in Africa: Unfolding Regulatory Practices, Gaps, and Trends Anne W. Njathi Grace Mutung'u Yinka Ajibola Chapter 11 Trends in Public Relations and Marketing Research in Africa Brandi Watkins Anne W. Njathi
Chapter 1 Africa: An Introduction to a Growing Digital Market Anne W. Njathi Brandi Watkins Chapter 2 The State of Public Relations Research in Africa Brandi Watkins Chapter 3 Corporate Reputation Management Opportunities and Challenges in the Social Media Age: Experiences of Public Relations Practitioners in Zimbabwe Tendai Chari Chapter 4 Effect of Social Media Usage in Zimbabwe's Telecommunications Industry and Its Impact on Corporate Reputation Management Tabani Moyo Cecile Proches Gerwel Emmanuel Mutumbara Upsana Gitanjali Singh Chapter 5 Twitter (X) Activism and Crisis Management: A Case Study of KFC Kenya Franchise Anne W. Njathi Eric Wamanji Chapter 6 Digital Beef or Digital Bluff? An SMCC-based Analysis of General Muhoozi's Provocative Tweets and Contentious Kenya-Uganda Twitter (X) Discourse Teresia Nzau Luke Capizzo Chapter 7 Digital Marketing and Public Relations in Egypt Amany Bassyouny Chapter 8 Social Media Marketing of Public Universities in Ghana: The Use of Facebook Akwasi Bosompem Boateng Chapter 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 Adeola Kayode Christiana Alex-Ojei Chapter 10 Digital Ecosystem in Africa: Unfolding Regulatory Practices, Gaps, and Trends Anne W. Njathi Grace Mutung'u Yinka Ajibola Chapter 11 Trends in Public Relations and Marketing Research in Africa Brandi Watkins Anne W. Njathi
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Shop der buecher.de GmbH & Co. KG Bürgermeister-Wegele-Str. 12, 86167 Augsburg Amtsgericht Augsburg HRA 13309
