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Education, Business and Society: Contemporary Middle Eastern Issues Emerald Article: Entrepreneurial success, using online social networking: evaluation Joel Indrupati, Tara Henari

Article information:
To cite this document: 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 Permanent link to this document: http://dx.doi.org/10.1108/17537981211225853 Downloaded on: 21-11-2012 References: This document contains references to 26 other documents To copy this document: permissions@emeraldinsight.com

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Entrepreneurial success, using online social networking: evaluation Joel Indrupati and Tara Henari
College of Applied Studies, University of Bahrain, Skheer, Bahrain 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. Keywords Bahrain, Kuwait, United Arab Emirates, Social networks, Advertising, Entrepreneurs, Online operations, Social networking, Integrated marketing communications, Saudi Arabia, Qatar, Oman Paper type Research paper

Online social networking

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Introduction The growth of online social networking web sites such as Facebook, Twitter, LinkedIn, MySpace and Orkut reflects the age-old social need of humans to communicate and connect with one another. Being social is fundamental to the nature of human beings. We want to use whatever channels we have to communicate, whether it is smoke signals or the net (Daley, 2010). And if businesses have to reach their customers effectively, they must do so through the media that customers actively use. If newspapers, radio and television were the traditional media vehicles, it is now the online...
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