Digital Public Relations and Marketing Communication Trends in Africa (eBook, ePUB)

Redaktion: Njathi, Anne W.; Watkins, Brandi

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 224
• Erscheinungstermin: 7. Juni 2024
• Englisch
• ISBN-13: 9781040039564
• Artikelnr.: 70335366

Autorenporträt

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