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. 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...

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Bibliographic Details
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.

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Table of contents

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040 |a OCoLC-P  |b eng  |e rda  |c OCoLC-P 
020 |a 9781032689654  |q (ebook) 
020 |a 103268965X 
020 |a 9781040039564  |q (electronic bk. : EPUB) 
020 |a 1040039561  |q (electronic bk. : EPUB) 
020 |a 9781040039540  |q (electronic bk. : PDF) 
020 |a 1040039545  |q (electronic bk. : PDF) 
020 |z 9781032689616  |q (hardback) 
020 |z 9781032689630  |q (paperback) 
024 7 |a 10.4324/9781032689654  |2 doi 
035 |a (OCoLC)1418846419 
035 |a (OCoLC-P)1418846419 
100 1 |a Njathi, Anne W.,  |e author. 
245 1 0 |a Digital public relations and marketing communication trends in Africa /  |c edited by Anne W. Njathi and Brandi Watkins. 
264 1 |a Abingdon, Oxon ;  |a New York, NY :  |b Routledge,  |c 2024. 
300 |a 1 online resource. 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
490 0 |a Routledge new directions in PR & communication research 
520 |a "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"--  |c Provided by publisher. 
588 |a OCLC-licensed vendor bibliographic record. 
650 0 |a Public relations  |z Africa. 
650 0 |a Internet in public relations  |z Africa. 
650 0 |a Digital communications  |z Africa. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Watkins, Brandi,  |e author. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://www.taylorfrancis.com/books/9781032689654  |y Full text 

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