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Business and Social Media in the Middle East: Strategies, Best Practices and Perspectives - Couverture souple

 
9783030459628: Business and Social Media in the Middle East: Strategies, Best Practices and Perspectives
Couverture souple
ISBN 10 : 3030459624 ISBN 13 : 9783030459628
Editeur : Palgrave Macmillan, 2021

Synopsis

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.

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À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave Macmillan
Date d'édition
2021
Langue
anglais
ISBN 10 
3030459624
ISBN 13 
9783030459628
Reliure
Broché
Numéro d'édition
1
Nombre de pages
212
Éditeur
Azoury Nehme, Daou Lindos
Coordonnées du fabricant
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