1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Foreword -- Author Biographies -- Chapter 1 Social Media Marketing in Africa and Other Emerging Economies -- Author Biographies -- Chapter Outline -- Chapter Outcome -- Introduction -- Unique Characteristics of Social...

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...

Chapter 1: Overview of Social Media and Africa’s Public Sector -- Chapter 2: Exploring Facets of Africa’s Public Sector’s Dance with Social Media -- Chapter 3: Main Objectives and Expectations for the Use of Social Media in the Public Sector in Africa -- Chapter 4: Catalysts for Social...