Digital Public Relations and Marketing Communication Trends in Africa

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.

Autorentext

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.

Inhalt

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