Digital public relations and marketing communication trends in Africa

• Main Authors: Njathi, Anne W., (Author), Watkins, Brandi, (Author)
• Format: eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2024.
• Series: Routledge new directions in PR & communication research
• Subjects: Public relations > Africa.; Internet in public relations > Africa.; Digital communications > Africa.; elektronické knihy; electronic books
• ISBN: 9781032689654; 103268965X; 9781040039564; 1040039561; 9781040039540; 1040039545; 9781032689616; 9781032689630
• Physical Description: 1 online resource.

"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. The 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 Namibia, Nigeria and Uganda. The 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"--