Beschreibung
Lebanese Tourist-Related (TR) businesses fall far behind the developed world in investing and using SMM. Since there are many benefits of SMM, why is this so? Also, to catch up to the rest of the world, what is the most effective way for Lebanese TR businesses to deploy an SMM campaign? So, it was the studys purpose to find reasons linked to such low investment & use of SMM by Lebanese TR businesses and to help guide these businesses in effectively using SMM. Towards this purpose, the study used in-depth interviews with ten participants from ten different companies. Five companies had high social media visibility and the other five didnt. So, the participants answers provided very useful information and solutions for the research problem. The results found that among the most relevant factors of little SMM investment & use by Lebanese TR businesses are that many dont see benefits to using SMM and so dont support it. The results also provided useful information on factors for effectively implementing SMM by Lebanese TR businesses.
Autorenporträt
Holder of a DBA degree from the university of Grenoble Ecole de Management in 2013. Dr. Taha is now working as a chairperson of the marketing department at AUL university- Lebanon. She is giving courses in marketing and accounting for both undergraduate and master's students. Participated in conferences regarding enhancement of education curricula.
