Business and Social Media in the Middle East
Strategies, Best Practices and Perspectives
Editors: Azoury, Nehme, Daou, Lindos (Eds.)
Free Preview- 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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- About this book
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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
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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)
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Social Media vs Traditional Marketing
Pages 3-16
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Social Media and Corporate Social Responsibility
Pages 17-39
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Emphasis on Social Media Analytics in Corporate Decision-Making
Pages 41-57
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The Role of Digital Media in the Recruitment Process in the Middle East
Pages 61-76
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Impact of Social Media Usage on MENA Countries Economy
Pages 77-99
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Table of contents (9 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Business and Social Media in the Middle East
- Book Subtitle
- Strategies, Best Practices and Perspectives
- Editors
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- 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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