Digital Public Relations And Marketing Communication Trends In Africa
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| Author | : Anne W. Njathi |
| Publisher | : Taylor & Francis |
| Total Pages | : 223 |
| Release | : 2024-06-07 |
| Genre | : Business & Economics |
| ISBN | : 1040039545 |
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.
| Author | : Anne W. Njathi |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2024 |
| Genre | : Business & Economics |
| ISBN | : 9781032689630 |
"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"--
| Author | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Albert A. Anani-Bossman |
| Publisher | : Springer Nature |
| Total Pages | : 282 |
| Release | : 2023-07-12 |
| Genre | : Social Science |
| ISBN | : 3031267044 |
This two-part volume examines current pedagogical modules, research directions and other emerging issues in public relations and communication management in Africa. In comparison to its Western and Asian counterparts, the literature on public relations management in Africa is limited, and much of it is examined through the lenses of Western philosophies and pedagogies that do not generally resonate with Africa's socioeconomic, political, and cultural contexts. This book aims to change that. Through analyzing the organizational dynamic, Volume 1 brings together contributors from across Africa to provide valuable insights into how public relations contributes to organizational effectiveness on the continent. Chapters discussed include a review of public relations research in Africa, the role of the African CEO as a public relations activist, the use of social and digital media in public relations, the measurement and evaluation of communication programs, and the implications of the fourth industrial revolution on public relations practice in Africa. Providing important pathways and overviews of public relations management in Africa, this volume not only highlights current practices but offers insights into the future of the practice within its evolving global landscape.
| Author | : Robert Hinson |
| Publisher | : CRC Press |
| Total Pages | : 409 |
| Release | : 2019-12-06 |
| Genre | : Medical |
| ISBN | : 0429683936 |
Health Service Marketing Management in Africa (978-0-429-40085-8, K402492) Shelving Guide: Business & Management / Marketing Management The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach. In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book. This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.
| Author | : Rachel Barker |
| Publisher | : Juta and Company Ltd |
| Total Pages | : 460 |
| Release | : 2005-08 |
| Genre | : Business & Economics |
| ISBN | : 9780702166648 |
This works adopts a multidisciplinary approach to corporate communication, including management communication, public relations, organizational behavior and change, marketing communication, and advertising. The many-faceted approach adopts the perspective of a practicing communications professional, emphasizes corporate branding, and focuses on an integrated approach to communication.
| Author | : Oyesomi, Kehinde Opeyemi |
| Publisher | : IGI Global |
| Total Pages | : 320 |
| Release | : 2020-02-01 |
| Genre | : Medical |
| ISBN | : 1799820920 |
The importance of communication in health-related matters cannot be overemphasized. Despite modern global advancements, indigenous communication methods assume a large part of health practices in rural regions throughout the world, including areas in Africa and Asia. Indigenous language remains one of the strongest means of communication and a vital function in local communities across the globe. Emerging Trends in Indigenous Language Media, Communication, Gender, and Health is a collection of innovative research that vitalizes, directs, and shapes scholarship and global understanding in the aforementioned areas and provides sustainable policy trajectory measures for indigenous language media and health advocacy. This book will provide a better global understanding of the significance indigenous language still has in modern society. While highlighting topics including digitalization, sustainability, and health education, this book is ideally designed for researchers, anthropologists, sociologists, advocates, medical practitioners, world health organizations, media professionals, government officials, policymakers, practitioners, academicians, and students.
| Author | : Clarke Caywood |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 612 |
| Release | : 1997-05 |
| Genre | : Business & Economics |
| ISBN | : 9780786311316 |
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
| Author | : Alexander V. Laskin |
| Publisher | : Taylor & Francis |
| Total Pages | : 274 |
| Release | : 2024-11-25 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1040203485 |
Taking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how these trends will affect the public relations and strategic communication industry of the future. This book is divided into two sections, the first addressing such key topics as artificial intelligence (AI), big data, political polarization, and misinformation, the second looking at key facets of the profession, such as media relations, crisis communication, and measurement and evaluation. Leading researchers in the discipline share their analysis of these topics while also providing theoretically based and practically relevant insights on how the industry must evolve to keep up with, and perhaps anticipate, changes in culture, society, and technology. This book will be of interest to scholars, industry professionals, and advanced undergraduate and graduate students in public relations and strategic communication.
| Author | : Ogechi Adeola |
| Publisher | : Springer Nature |
| Total Pages | : 258 |
| Release | : 2022-10-03 |
| Genre | : Business & Economics |
| ISBN | : 3031072936 |
African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.
