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.
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