Business and Social Media in the Middle East

Strategies, Best Practices and Perspectives

Inbunden, Engelska, 2020

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This book discusses the effectiveness of Western organizations’ social media strategies in the Middle East. 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.

Produktinformation

Utgivningsdatum2020-06-26
Mått148 x 210 x 17 mm
Vikt393 g
FormatInbunden
SpråkEngelska
Antal sidor184
Upplaga20001
FörlagSpringer Nature Switzerland AG
ISBN9783030459598

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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.

Part 1: The Rise/Evolution of Social Media.- Chapter 1. Social Media Vs Traditional Marketing.- Chapter 2. Social Media and Corporate Social Responsibility.- Chapter 3. Emphasis on Social Media Analytics in Corporate Decision-Making.- Part 2: The Cultural Side Of Social Media in The Mena.- Chapter 4. The Role of Digital Media in the Recruitment Process in the Middle East.- Chapter 5. Impact of Social Media Usage on Mena Countries Economy.- Chapter 6. Politics and Social Media in The Arab World.- Part 3: Case Studies From the Middle East Businesses.- Chapter 8. Social Media in Higher Education, the Case of Egypt.- Chapter 9. Integration of Social Media in Lebanese News Industry, Case of LBCI.