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020 _a9783030459604
040 _dUNAV
_bspa
_cUEV
050 _aHF5415.1265
_b.B87 2020 EB
082 0 4 _a658.872
_223
245 1 0 _aBusiness and Social Media in the Middle East :
_bStrategies, Best Practices and Perspectives
_cedited by Nehme Azoury, Lindos Daou
250 _a1st ed
260 _aCham
_bSpringer International Publishing
_c2020
300 _a1 recurso en línea (XXVII, 184 p.)
336 _2rdacontent
_aTexto (visual)
_btxt
337 _2rdamedia
_aelectrónico
_bc
338 _2rdacarrier
_arecurso electrónico
_bcr
490 0 _aSpringer eBooks
505 0 _aPart 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
520 _aThis 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. This book examines how the use of social media in the Middle East is shaped by the region's culture, and discusses 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. 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 theLebanese 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
538 _aForma de acceso: World Wide Web
650 0 _9512578
_aNew business enterprises.
700 1 _aAzoury, Nehme
700 1 _aDaou, Lindos
710 2 _aSpringerLink
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-030-45960-4
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db