Overview
- Discusses the effectiveness of Western organizations’ social media strategies in the Middle East
- 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
- Helps readers gain a deeper understanding of conducting business in the Middle East through the effective and efficient use of social media
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Table of contents (9 chapters)
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Front Matter
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The Rise/Evolution of Social Media
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Front Matter
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The Cultural Side of Social Media in the MENA
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Front Matter
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Case Studies from the Middle East Businesses
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Front Matter
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Back Matter
Keywords
About this book
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 region’s 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.
Editors and Affiliations
About the editors
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.
Bibliographic Information
Book Title: Business and Social Media in the Middle East
Book Subtitle: Strategies, Best Practices and Perspectives
Editors: Nehme Azoury, Lindos Daou
DOI: https://doi.org/10.1007/978-3-030-45960-4
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-45959-8Published: 26 June 2020
Softcover ISBN: 978-3-030-45962-8Published: 27 June 2021
eBook ISBN: 978-3-030-45960-4Published: 25 June 2020
Edition Number: 1
Number of Pages: XXVII, 184
Number of Illustrations: 1 b/w illustrations, 5 illustrations in colour
Topics: Online Marketing/Social Media, Emerging Markets/Globalization