Digital Public Relations and Marketing Communication Trends in Africa

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.

• Chapter 1 Africa: An Introduction to a Growing Digital MarketAnne W. NjathiBrandi WatkinsChapter 2 The State of Public Relations Research in AfricaBrandi WatkinsChapter 3 Corporate Reputation Management Opportunities and Challenges in the Social Media Age: Experiences of Public Relations Practitioners in ZimbabweTendai ChariChapter 4 Effect of Social Media Usage in Zimbabwe's Telecommunications Industry and Its Impact on Corporate Reputation ManagementTabani MoyoCecile Proches GerwelEmmanuel MutumbaraUpsana Gitanjali SinghChapter 5 Twitter (X) Activism and Crisis Management: A Case Study of KFC Kenya FranchiseAnne W. NjathiEric WamanjiChapter 6 Digital Beef or Digital Bluff? An SMCC-based Analysis of General Muhoozi’s Provocative Tweets and Contentious Kenya-Uganda Twitter (X) DiscourseTeresia NzauLuke CapizzoChapter 7 Digital Marketing and Public Relations in EgyptAmany BassyounyChapter 8 Social Media Marketing of Public Universities in Ghana: The Use of FacebookAkwasi Bosompem BoatengChapter 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 StudyAdeola KayodeChristiana Alex-Ojei Chapter 10 Digital Ecosystem in Africa: Unfolding Regulatory Practices, Gaps, and TrendsAnne W. Njathi Grace Mutung’uYinka AjibolaChapter 11 Trends in Public Relations and Marketing Research in AfricaBrandi WatkinsAnne W. Njathi