Public Sector Marketing Communications, Volume II: Traditional and Digital Perspective

Preface
Structure of the Book
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction
	1: An Introduction to Public Sector Marketing Communications: Traditional and Digital Perspectives
		Introduction
		Traditional and Digital Marketing Communications
		Traditional Marketing Communication Tools for the Public Sector
		Contemporary Digital Marketing Communication Tools for the Public Sector
		The Challenges of Adopting Digital Tools in Public Sector Institutions
		Conclusion
		References
Part II: Public Sector Marketing Communications in Africa: Traditional Perspectives
	2: Public Service Advertising and Celebrity Endorsement in Ghana
		Introduction
		Public Good and PSA
		Celebrity Endorsement in Public Service Advertising
		Response to Public Service Advertising in Ghana
			Source-Credibility Model
			Source Attractiveness Model
			Meaning Transfer Model
		PSA in Pandemic: The Case of Ghana
			Challenges of PSA in Ghana
		Conclusion and Recommendation
		References
	3: Direct Marketing in the Kenyan Public Sector
		Introduction
		Direct Marketing as a Communication Tool
		The Kenyan Public Sector Dynamics
		Direct Marketing as a Part of Public Sector Communication
		Public Sector Direct Marketing Communication through the Public Administration Structure
		The Process of Direct Marketing as a Tool in Public Sector Communication
		Hurdles and Challenges of Direct Marketing for the Public Sector
			Infrastructure-Based Challenges
			Personal and Cultural-Based Challenges
			Technology and Equipment-Based Challenges
			Organisational-Based Barriers
		The Role of Government 4.0 in Operations of Parastatals, Specifically Marketing Initiatives
		Conclusion
		Recommendations
		References
	4: Breaking the Silos: Role of Intergovernmental and Interagency Collaboration in Combating Insecurity in South Africa and Nigeria
		Introduction
		Conceptual Framework
			Interagency Collaboration
			The Whole of Government Approach (WGA)
		Theoretical Framework
			Process Model of Cooperation
		Security Provisioning and the Necessity of Intergovernmental and Interagency Collaborations in South Africa
			Civil Unrest
			Vigilantism
			Gang Violence
			Racial Tensions and Inequality
			Economic Decline and Unemployment
			External Security Threats
			Cyber Security Challenges
		Intergovernmental and Interagency Cooperation to Combat Insecurity in Nigeria: Imperatives for Success
		Conclusion
		References
Part III: Public Sector Marketing Communications in Africa: Digital Perspectives
	5: Digital Technology and Emergency Risk Communications of African Governments: Experiences and Lessons from Covid-19 Pandemic
		Introduction
		Digital Transformation of Government Communications in Africa
		African Governments and Digital Technology: Communications during a Crisis
		Governments’ Responses to Malicious Use of Digital Technology during Covid-19 in Africa
		Challenges Faced by African Governments in the Use of Digital Technology for Communications
		The Critical Success Factors for Emergency Risk Communication of African Governments
		Outlook and Implications
		Conclusion and Recommendations
		Limitations and Suggestions for Future Research
		References
	6: Drivers and Challenges of Social Media Usage in Ghana’s Local Government Administration
		Introduction
		Literature Review
			Local Government Context
			Social Media Context
			Importance of Social Media in the Public Sector
			Challenges and Drivers of Social Media Adoption in the Public Sector
			Theoretical Framework
			Technology Factors
			Organisational Factor
			Environmental Factors
		Methodology
		Findings and Discussions
			Suggestions for Social Media Adoption in Africa
				Invest in Infrastructure and People
				Continuing Use of Social Media
				Transparency and Confidence
				Involvement of the Stakeholders
				Involvement in the Community/Civic Involvement
				Initiatives
				Efforts to Promote Policy
				Awareness
				Political Will
		Conclusion and Implications
		References
	7: Optimising Social Media and Marketing Communication Strategies for Voter Education: A Way Forward for Independent National Electoral Commission (INEC) in Nigeria
		Introduction
		Theoretical Framework
			Technological Determinism Theory
			Social Marketing Theory
		Social Media as a Tool for Scaling Voter Education in Nigeria
			Optimising the Social and Media Dimensions of Social Media for Voter Education
		Leveraging Marketing Communications for Driving Voter Education Campaigns in Nigeria
			Market-Oriented Research
			Voter Segmentation
			Positioning
			Integrated Marketing Communication (IMC)
		Conclusion and Recommendations
		References
	8: Social Media Adoption in Public Sector Communication: Practices, Opportunities and Challenges in Public Sector Organisations
		Introduction
		Digital Transformation of Public Sector Marketing in Africa
		Drivers of Social Media Adoption in Public Sector Marketing
		Leveraging Social Media in Public Sector Value Proposition
		Social Media Adoption in PSOs: Practices and Future Directions
		Barriers to Social Media Adoption by Public Sector Organisations in Africa
			Financial and Technical Resources
			Lack of Commitment Towards Staff Training
			Perceived Risk as a Barrier
		Recommendation for the Adoption of Social Media for Public Sector Marketing
		Conclusion
		References
	9: Using Social Media for Competitive Advantage: The Case of African Public Universities
		Introduction
		Online Learning and Education in Africa
		The Start of Online Learning and the Massive Open Online Courses (MOOC) Revolution
		Public Universities and Online Learning
			The Digital Threats Faced by African Public Universities
				An Increasing Preference for Hybrid or Fully Online Education
				Digital Technology Resource Constraints and Low Digital Exposure
				Debilitating Government and Regulatory Constraints
		Preparedness for Remote Learning: The Case of Covid-19
			Private Universities Adapted Better
		Social Media and Competitiveness of Public Universities in Africa
			Using Social Media for Competitive Advantage
		Practical Recommendations for Effective and Efficient Social Media Use
			Understanding the Audience and the Medium
			Instagram
			TikTok
			YouTube
			Twitter
			Using Social Media Influencers
		Conclusion
		References
	10: Public Sector Marketing Communications: Insights from/for the Primus National Football League Rwanda
		Introduction
		Research Context
			Primus National League Team Profiles
			Stadium Development and Marketing Communications
		Literature Review
			Integrated Marketing Communications in Football
			Sponsorship Deals and Soft Power
		Discussions
		Conclusions and Implications
		References
			Additional Reading
Part IV: Recommendations and Conclusions
	11: Conclusion: Towards Effective Public Sector Marketing Communications in Africa
		Introduction
		Emerging Issues in Public Sector Marketing Communications: Technological Change
		Guidelines for a Public Sector Communications Manager
		What is the Destination?
		Conclusion
		References
Index