Business and Social Media in the Middle East

Strategies, Best Practices and Perspectives

  • Nehme Azoury
  • Lindos Daou

Table of contents

  1. Front Matter
    Pages i-xxvii
  2. The Rise/Evolution of Social Media

    1. Front Matter
      Pages 1-1
    2. Lindos Daou
      Pages 3-16
    3. Robert Gharios, Lea Yahchouchi Abi Chaker
      Pages 17-39
    4. Jacques Digout, Marwan Azouri
      Pages 41-57
  3. The Cultural Side of Social Media in the MENA

    1. Front Matter
      Pages 59-59
    2. Thami Ghorfi, Imad-eddine Hatimi
      Pages 77-99
    3. Charlotte Habib, Georges Najm
      Pages 101-118
  4. Case Studies from the Middle East Businesses

    1. Front Matter
      Pages 119-119
    2. Antoine Nasrallah, Nada Sarkis
      Pages 121-136
    3. Rania Mostafa, Nehale Mostapha
      Pages 137-154
  5. Back Matter
    Pages 177-184

About this book


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. 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.


Digital Marketing Arab Spring Case Study MENA Branding UAE

Editors and affiliations

  • Nehme Azoury
    • 1
  • Lindos Daou
    • 2
  1. 1.USEK Business SchoolHoly Spirit University of KaslikJouniehLebanon
  2. 2.Faculty of Business Administration and EconomicsNotre Dame University–LouaizeZouk MosbehLebanon

Bibliographic information