Advertising in MENA Goes Digital

Allagui, Ilhem

doi:10.4324/9780429268908

Cited by 7 publications

(4 citation statements)

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“…Cognizant of these challenges, Shahid has forged a number of strategic, mutually beneficial business partnerships with multiple stakeholders, including advertisers, telecommunications companies, and mobile operators lured by its growing audience base. For an advertising industry increasingly turning to digital platforms and branded content for strong positioning (Allagui 2019), Shahid is an attractive outlet for reaching consumers. As the epitome of convergence, Shahid has also demonstrated its utility to mobile operators, offering them lucrative opportunities to increase their data traffic and earnings while also helping them offer added value to their customers.…”

Section: The Case Of Shahidmentioning

confidence: 99%

Digitality and Debordered Spaces in the Era of Streaming: A Global South Perspective

Khalil

Zayani

2021

Television & New Media

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Emerging digital entertainment media in the Global South are anchored in nation-state configurations, benefit from supranational affordances, and aspire to global operations. Drawing on Sassen’s “third spaces,” the article focuses on the case of Shahid, a Middle East-based video streaming platform and a hybrid media venture that operates at the intersection of the local and the global. The article suggests digital media entertainment territoriality is such that content services simultaneously inhabit geographic nation-state borders and transversally closed bordered spaces, and point to potential reconfigurations of power dynamics with such ventures functioning as spaces for negotiating cultural politics in the region.

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Section: The Case Of Shahidmentioning

confidence: 99%

Digitality and Debordered Spaces in the Era of Streaming: A Global South Perspective

Khalil

Zayani

2021

Television & New Media

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“…One cannot ignore the impact that Silicon Valley's culture has had on many entrepreneurs' mindsets and imaginations, including those of Al Jazeera's think tank, which was called the Innovation and Incubation Division before it became the Innovation and Research Group. The usage of the word incubation in this unit's name, in itself reflects the entrepreneurial mindset and the leadership disposition to turn the attempts into startup models and providing them with the managerial support needed, This impact is particularly true for entrepreneurship in the Middle East region in general, and especially after the 2011 Arab uprisings that ignited more Internet and social-media adoption, and a proliferation of start-ups in the region (Allagui, 2019). The entrepreneurship spirit was embraced by Al Jazeera and its technology enthusiasts, especially its leadership, says Moeed, "back at the time, other companies in Qatar say they want to innovate but they pay Google to do this bit, and Microsoft to do the other bit.…”

Section: Focus On Human Capitalmentioning

confidence: 99%

Innovation in Legacy Media Institutions: the Case of the Al Jazeera Media Network

Allagui¹

2020

JOCIS

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This research explores how legacy media institutions can facilitate an environment where innovation is possible. Using media innovation and the dynamic capabilities theoretical framework, the research looks at the specific case of the Al Jazeera media network, a pre-eminent broadcaster in the Middle East. The paper uses the case-study approach combined with personal interviews with media professionals and experts to understand the way innovation unfolds for a legacy media institution. While media transformation and innovation research is predominantly located in the western world, this research provides an empirical perspective from the global south. It finds in resource management and corporate adaptability the mechanisms of innovation adopted by Al Jazeera, and these mechanisms are not specific to the global south.

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“…Over the past decade, the MENA region as a whole has witnessed the growth of digitalisation, in particular social technologies, which include social media and social networking sites (Harrysson et al , 2016). It has been asserted that women are often the beneficiaries of digitalisation, especially Muslim women, as it enables them to develop skills that can challenge hegemonic gender discourses and hierarchical gender relations (Allagui, 2019; Skalli, 2006). Whilst digitalisation may foster women entrepreneurship (Abdul Al and Mostafa, 2019), its implementation will be moderated by cultural perspectives and consumer differences (Arora and Sanni, 2019).…”

Section: Introductionmentioning

confidence: 99%

Entrepreneurship via social networks – “connected woman” in Lebanon

Lichy

Farquhar

Kachour

2020

QMR

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Purpose The purpose of this paper is to extend understanding of marketing in MENA by investigating how women entrepreneurs use social networking sites (SNS) in marketing their businesses in Lebanon. Design/methodology/approach To address contextual issues arising from research in this region, this study consists of a two-phase research design of, first, a panel of specialised business commentators and, second, digital qualitative data collection that enabled access to hard to reach informants. Findings The study reveals that the activities of women entrepreneurs are fundamentally enabled by SNS as it allows them to optimise their networks in prospecting, communicating and developing relationships with stakeholders. It also allows them to support the social fabric of the family unit by providing an extra source of income and facilitating connections. Research limitations/implications This study draws on a single country within the MENA region; nonetheless, the analysis offers new and nuanced understanding to marketing of small businesses in uncovering how Lebanese women entrepreneurs are able to build and run their businesses using SNS. Practical implications This research demonstrates how women entrepreneurs can set up and run businesses using SNS to reach and extend their networks in a culturally diverse and growing economy. SNS provides an inclusive platform through which women build and run a small business. Social implications This research responds to a World Development aim of studying the relationships between gender and trade such as women entrepreneurs using social technologies. Originality/value This research responds to a World Development aim of studying the relationships between gender and trade, here by investigating how women entrepreneurs set up and run small businesses enabled by SNS.

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Advertising in MENA Goes Digital

Cited by 7 publications

References 0 publications

Digitality and Debordered Spaces in the Era of Streaming: A Global South Perspective

Digitality and Debordered Spaces in the Era of Streaming: A Global South Perspective

Innovation in Legacy Media Institutions: the Case of the Al Jazeera Media Network

Entrepreneurship via social networks – “connected woman” in Lebanon

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