1887

n Communicare : Journal for Communication Sciences in Southern Africa - Editorial

Volume 29, Issue 1
  • ISSN : 0259-0069
USD

 

Abstract

The year 2010 will forever be remembered as the year South Africa hosted the Fifa Soccer World Cup - the first ever on the African continent. From a branding and marketing perspective, the event offers massive opportunities to marketers with the highest viewership worldwide. The sheer impact of this mega-event is guaranteed to shift our nation in terms of both consumer and media behaviour. During this frenetic media time one-to-one communication strategies, with specific emphasis on the innovative use of digital communication will offer new opportunities to engage both local and global customers. In keeping with the move towards one-to-one communication, this edition of Communicare explores word-of-mouth communication from two perspectives, namely traditional word of mouth and electronic word of mouth.

Loading full text...

Full text loading...

Loading

Article metrics loading...

/content/comcare/29/1/EJC27740
2010-07-01
2016-12-11

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error