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Business and Social Media in the Middle East

Strategies, Best Practices and Perspectives

Editors: Azoury, Nehme, Daou, Lindos (Eds.)

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  • 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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eBook $109.00
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  • ISBN 978-3-030-45960-4
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Hardcover $139.99
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  • ISBN 978-3-030-45959-8
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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 through the effective and efficient use of social media.

About the authors

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.

Table of contents (9 chapters)

Table of contents (9 chapters)

Buy this book

eBook $109.00
price for USA in USD
  • ISBN 978-3-030-45960-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
  • ISBN 978-3-030-45959-8
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Business and Social Media in the Middle East
Book Subtitle
Strategies, Best Practices and Perspectives
Editors
  • Nehme Azoury
  • Lindos Daou
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-45960-4
DOI
10.1007/978-3-030-45960-4
Hardcover ISBN
978-3-030-45959-8
Edition Number
1
Number of Pages
XXVII, 184
Number of Illustrations
1 b/w illustrations, 5 illustrations in colour
Topics

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