August 2024
Intermediate to advanced
252 pages
6h 39m
English
book
Social Media Marketing Management
by Robert E. Hinson, David Mhlanga, Kofi Osei-Frimpong, Joshua Doe
Content preview from Social Media Marketing Management
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Foreword by Dr Alistair Mokoena
Social Media Marketing: Engaging and Winning in Africa and Other Emerging Markets
One of the most profound effects of the digitalisation of the marketing and communications disciplines is the proliferation of media channels which has been driven by the explosion of social media touchpoints such as YouTube, Facebook, X, and Tik Tok, amongst others. As a result, social media marketing has become the de facto route to market strategy for many marketers.
Another key aspect to the evolution of marketing and communications is the growth of e-commerce and social commerce across Africa, which was accelerated by the COVID-19 pandemic. This is the new battleground for a consumer’s mind space.
As the war for share of wallet ...
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