Role of social media in brand development in Saudi Arabia

Abeer Al Saud () and Muhammad Khan ()
Additional contact information
Abeer Al Saud: Owner of Doe Sandwich, Saudi Arabia
Muhammad Khan: Effat University, Jeddah, Saudi Arabia

European Journal of Business and Economics, 2013, vol. 8, issue 1, 4-8 volume1: 8

Abstract: Literature is ripe with the scholarly contributions on brand development from all aspects. The new marketing tools and techniques are introduced frequently. However, the impact social media has had on brand development is no match to traditional promotion in 4Ps. The information about Saudi Arabia is specially rare. This article based on a survey of 200 social media users on www.surveymonkey.com evaluates the role of social media in brand development in Saudi Arabia. The results from this Saudi example show that social media including Facebook and Twitter are among the most effective tool to develop a brand as compared to traditional promotional methods. It has also been found that these media are more successful in Saudi Arabia to develop the brand recall and image.

Keywords: Social MediaBrand Development; Saudi Arabia (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://ojs.journals.cz/index.php/EJBE/article/view/1/1 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aad:ejbejj:v:8:y:2013:i:1:p:4-8

DOI: 10.12955/ejbe.v8i1.1

Access Statistics for this article

More articles in European Journal of Business and Economics from Central Bohemia University
Bibliographic data for series maintained by Petr Hájek ().