This book discusses the effectiveness of Western organizations social media strategies in the Middle East. Social media has changed the rules of doing business, but the exact impacts vary across regions. In the context of Middle Eastern societies, social media is seen as a way for individuals and communities to communicate with each other and is generally not viewed as a means for brands to interact with individuals. Examining how the use of social media in the Middle East is shaped by the regions culture, authors discuss the factors that businesses need to consider when creating digital marketing strategies targeted there.
Including case studies of Middle Eastern companies, this book provides a comprehensive analysis of the rise of social media in the MENA region and the often-neglected role of culture in research in this area. It will provide researchers and practitioners with a deeper understanding of conducting business in the Middle East throughthe effective and efficient use of social media.
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Part I The Rise/Evolution of Social Media |
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1 Social Media vs Traditional Marketing |
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3 | (14) |
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2 Social Media and Corporate Social Responsibility |
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17 | (24) |
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Lea Yahchouchi Abi Chaker |
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3 Emphasis on Social Media Analytics in Corporate Decision-Making |
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41 | (20) |
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Part II The Cultural Side of Social Media in the MENA |
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4 The Role of Digital Media in the Recruitment Process in the Middle East |
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61 | (16) |
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5 Impact of Social Media Usage on MENA Countries Economy |
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77 | (24) |
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6 Politics and Social Media in the Arab World |
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101 | (20) |
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Part III Case Studies from the Middle East Businesses |
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7 The Role of Social Media During the Arab Spring |
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121 | (16) |
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8 Social Media in Higher Education: The Case of Egypt |
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137 | (18) |
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9 Integration of Social Media in the Lebanese News Industry, Case of LBCI (Lebanese Broadcasting Corporation International) |
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155 | (22) |
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| Conclusion |
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177 | (4) |
| Index |
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181 | |
Nehme Azoury is a Professor and Deputy President for Corporate and Employment Affairs at the Holy Spirit University of Kaslik USEK, Lebanon. His research interests cover marketing, strategy, and corporate governance. He is the author of several publications and Editor-in-Chief of the Arab Economic & Business Journal and the Lebanese Journal of Management and Economics.
Lindos Daou is Assistant Professor at Notre Dame University Louaize, Lebanon. His research areas include university branding, social media and advertising.
