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

Volume 29, Issue 1
  • ISSN : 0259-0069



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.

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