Online from: 2008
Subject Area: Education
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|Title:||Entrepreneurial success, using online social networking: evaluation|
|Author(s):||Joel Indrupati, (College of Applied Studies, University of Bahrain, Skheer, Bahrain), Tara Henari, (College of Applied Studies, University of Bahrain, Skheer, Bahrain)|
|Citation:||Joel Indrupati, Tara Henari, (2012) "Entrepreneurial success, using online social networking: evaluation", Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 5 Iss: 1, pp.47 - 62|
|Keywords:||Advertising, Bahrain, Entrepreneurs, Integrated marketing communications, Kuwait, Oman, Online operations, Qatar, Saudi Arabia, Social networking, Social networks, United Arab Emirates|
|Article type:||Research paper|
|DOI:||10.1108/17537981211225853 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
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.
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