Digital Public Relations and Marketing Communication Trends in Africa

Anne W. Njathi, Brandi Watkins

$273

Hardback

Forthcoming
Pre-Order now

QTY:

English

Routledge
07 June 2024

E-commerce: business aspects; Advertising; Public relations

Series: Routledge New Directions in PR & Communication Research

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.

This 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 Nigeria and Uganda. This 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.

Edited by: Anne W. Njathi, Brandi Watkins
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781032689616
ISBN 10: 1032689617
Series: Routledge New Directions in PR & Communication Research
Pages: 214
Publication Date: 07 June 2024
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Forthcoming

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.