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Article
Publication date: 11 May 2012

Joel Indrupati and Tara Henari

The purpose of this paper is to evaluate the effectiveness of online social networking by entrepreneurs in the Arabian Gulf.

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Abstract

Purpose

The purpose of this paper is to evaluate the effectiveness of online social networking by entrepreneurs in the Arabian Gulf.

Design/methodology/approach

A descriptive research is conducted by interviewing a number of entrepreneurs in the Arabian Gulf who use online social networks as a method of promoting their products.

Findings

It is found that social networking is a cheap and easy method of advertising and gives all entrepreneurs a better chance of reaching their target market and, thereby, in succeeding in their ventures.

Social implications

With the rise in the use of social networking, entrepreneurs can now target their markets using online social networks. Social networking web sites allow businesses to introduce their products to specific market segments, with low expense, and with a low chance of failure. This rising phenomenon of web‐based social interaction can change the way businesses operate in future.

Originality/value

The paper explores the possibilities of entrepreneurial success with this new element, in electronic media, within integrated marketing communications.

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 5 no. 1
Type: Research Article
ISSN: 1753-7983

Keywords

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Article
Publication date: 11 May 2012

James Pounder and Kay Gallagher

161

Abstract

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 5 no. 1
Type: Research Article
ISSN: 1753-7983

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