Effects of Social Media in Saudi Arabia
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AI Summary
This report analyzes the impact of social media in Saudi Arabia, including successful and failed campaigns. It discusses the positive and negative effects on society, with examples of both cases.
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Running head: EFFECTS OF SOCIAL MEDIA IN SAUDI ARABIA
Effects of Social Media in Saudi Arabia
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Effects of Social Media in Saudi Arabia
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Effects of Social Media in Saudi Arabia
Executive Summary
The aim of this report is to analyse the social media campaign in Saudi Arabia. The positive
as well as the negative feedbacks as well as the impacts on the society will be discussed with
two examples on each case. The impact of social media as a whole will be taken into action
while discussing the report.
1
Executive Summary
The aim of this report is to analyse the social media campaign in Saudi Arabia. The positive
as well as the negative feedbacks as well as the impacts on the society will be discussed with
two examples on each case. The impact of social media as a whole will be taken into action
while discussing the report.
1
Effects of Social Media in Saudi Arabia
Table of Contents
Introduction................................................................................................................................3
Response to Question 1..............................................................................................................3
Response to Question 2..............................................................................................................4
Conclusion..................................................................................................................................5
2
Table of Contents
Introduction................................................................................................................................3
Response to Question 1..............................................................................................................3
Response to Question 2..............................................................................................................4
Conclusion..................................................................................................................................5
2
Effects of Social Media in Saudi Arabia
Introduction
Saudi Arabia is experiencing some exceptional social changes, as the people of the
country is progressing towards more open mindedness. The number of internet users has
increased rapidly in Saudi Arabia; as social media has begun to play a vital role in the lives of
the people. The Saudi government is also playing an effective part in using social media.
Response to Question 1
Retail pharmacy series Nahdi Medical Company has launched a major collective
social media campaign to counter the diabetes problem in the region as part of the company’s
CSR initiatives. The “I Challenge Diabetes” is the name of the campaign which raised
awareness through conversations and engagements in a wider social term and also to bolster
the role of the company as a leading socially responsible company. The social media
campaign was framed to employ the community by sending and spreading the simple medical
knowledge and messages by the help of social media channels as well as advertise for
nutritious food, physical activities and bold healthy options to prevent the ailment, as diabetes
is financially an overburden to patients and their families (Radcliffe & Lam, 2018).
Saudi Commission for Tourism & National Heritage also had a successful media
campaign under the name of “Saudi Summer-37”, which offered huge discounts on hotels,
furnished apartments and tour operators. It took the help of Twitter, Facebook and Instagram
to advertise about their offers to tourists and travelers. This helped the organization to attract
many eyeballs and avail the discounted deals to enjoy their vacations. The country has one of
the most active social media markets in the world, who mainly follow YouTube, Facebook
and Twitter. (Abosuliman, 2013).
Adidas also had a successful social media campaign, in the name of Every Touch
Counts. The campaign was launched during UEFA Euro 2012, and helped Adidas to increase
3
Introduction
Saudi Arabia is experiencing some exceptional social changes, as the people of the
country is progressing towards more open mindedness. The number of internet users has
increased rapidly in Saudi Arabia; as social media has begun to play a vital role in the lives of
the people. The Saudi government is also playing an effective part in using social media.
Response to Question 1
Retail pharmacy series Nahdi Medical Company has launched a major collective
social media campaign to counter the diabetes problem in the region as part of the company’s
CSR initiatives. The “I Challenge Diabetes” is the name of the campaign which raised
awareness through conversations and engagements in a wider social term and also to bolster
the role of the company as a leading socially responsible company. The social media
campaign was framed to employ the community by sending and spreading the simple medical
knowledge and messages by the help of social media channels as well as advertise for
nutritious food, physical activities and bold healthy options to prevent the ailment, as diabetes
is financially an overburden to patients and their families (Radcliffe & Lam, 2018).
Saudi Commission for Tourism & National Heritage also had a successful media
campaign under the name of “Saudi Summer-37”, which offered huge discounts on hotels,
furnished apartments and tour operators. It took the help of Twitter, Facebook and Instagram
to advertise about their offers to tourists and travelers. This helped the organization to attract
many eyeballs and avail the discounted deals to enjoy their vacations. The country has one of
the most active social media markets in the world, who mainly follow YouTube, Facebook
and Twitter. (Abosuliman, 2013).
Adidas also had a successful social media campaign, in the name of Every Touch
Counts. The campaign was launched during UEFA Euro 2012, and helped Adidas to increase
3
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Effects of Social Media in Saudi Arabia
their market presence in the region and winning many awards. The brand was a huge hit as it
grabbed the eyeballs of the young generation and helped Adidas to hit the untapped market of
that region (Ghannam, 2011). This were the indications that social media played a beneficiary
role to develop the economy of Saudi Arabia. And as we know that Saudi Arabia is probably
the largest ecommerce market in the Middle East right now, and almost 75% of the goods
bought in the country are bought using Cash on Delivery. SO, these types of social media
campaigns have actually helped the economic development of the country.
Response to Question 2
There are many social media campaigns which failed in Saudi Arabia, and due to this
many multinational companies faced a deep in the revenue earning. One such company is
Coca-Cola. In the advertisement, it was shown that a person was tired in hot Sun in the
middle of a desert. He drinks Coca-Cola and after that gained energy and started to run. The
advertisement had a good response in the western countries, so they planned to continue the
same to Saudi Arabia. But the campaign failed massively there and affected the sales of the
company, because the Arabic readers read from right to left, and due to that, the entire
meaning of the campaign got reversed. The campaign failed in all the Arabic countries, and
hampered the revenue earning of the company and helped the competitors of Coca-Cola to
grow (Liang, 2015).
Another multinational company, Pizza Hut, has been enforced to apologize in Saudi
Arabia after an advertisement was published in the Twitter account of the restaurant chain,
which showed to fake people with a speech defect on International Stammering Awareness
Day. The advertisement showed an offer given for pizza, but interrupted the message
followed repeated letters and syllables to mimic a stammer or wobble. The social media users
took the help of Twitter to express their shock at the restaurant chain (Chaudhry, 2014).
4
their market presence in the region and winning many awards. The brand was a huge hit as it
grabbed the eyeballs of the young generation and helped Adidas to hit the untapped market of
that region (Ghannam, 2011). This were the indications that social media played a beneficiary
role to develop the economy of Saudi Arabia. And as we know that Saudi Arabia is probably
the largest ecommerce market in the Middle East right now, and almost 75% of the goods
bought in the country are bought using Cash on Delivery. SO, these types of social media
campaigns have actually helped the economic development of the country.
Response to Question 2
There are many social media campaigns which failed in Saudi Arabia, and due to this
many multinational companies faced a deep in the revenue earning. One such company is
Coca-Cola. In the advertisement, it was shown that a person was tired in hot Sun in the
middle of a desert. He drinks Coca-Cola and after that gained energy and started to run. The
advertisement had a good response in the western countries, so they planned to continue the
same to Saudi Arabia. But the campaign failed massively there and affected the sales of the
company, because the Arabic readers read from right to left, and due to that, the entire
meaning of the campaign got reversed. The campaign failed in all the Arabic countries, and
hampered the revenue earning of the company and helped the competitors of Coca-Cola to
grow (Liang, 2015).
Another multinational company, Pizza Hut, has been enforced to apologize in Saudi
Arabia after an advertisement was published in the Twitter account of the restaurant chain,
which showed to fake people with a speech defect on International Stammering Awareness
Day. The advertisement showed an offer given for pizza, but interrupted the message
followed repeated letters and syllables to mimic a stammer or wobble. The social media users
took the help of Twitter to express their shock at the restaurant chain (Chaudhry, 2014).
4
Effects of Social Media in Saudi Arabia
Some suggested to boycott the restaurant chain while some told to apologize and support the
people who stammer. Saudi Arabia’s Ministry of Trade and Investment confirmed that the
advertisement has violated the rules and regulations and necessary actions would be taken by
the government. We can learn from these two social media campaigns that strategies should
be made by the companies according to the taste and preference of the people of the region
where they are going to showcase their brand. And using social media platform as a
marketing tool to promote the products or services should be done efficiently and should not
be used in improper way.
Nivea also had an unsuccessful media campaign as they had to see the failure in their
campaign named White is Purity, as the Saudi people took it personally and said that it hurt
their sentiments. It badly hit the brand identity of Nivea and decreased the market share in
that region (Anas, 2013).
Conclusion
It can be concluded by answering the above two questions that the social media can
do good as well can have an adverse effect on society. It can distribute useful messages to the
people around as well can harm the sentiments of the people. Usage of social media should
be done properly.
5
Some suggested to boycott the restaurant chain while some told to apologize and support the
people who stammer. Saudi Arabia’s Ministry of Trade and Investment confirmed that the
advertisement has violated the rules and regulations and necessary actions would be taken by
the government. We can learn from these two social media campaigns that strategies should
be made by the companies according to the taste and preference of the people of the region
where they are going to showcase their brand. And using social media platform as a
marketing tool to promote the products or services should be done efficiently and should not
be used in improper way.
Nivea also had an unsuccessful media campaign as they had to see the failure in their
campaign named White is Purity, as the Saudi people took it personally and said that it hurt
their sentiments. It badly hit the brand identity of Nivea and decreased the market share in
that region (Anas, 2013).
Conclusion
It can be concluded by answering the above two questions that the social media can
do good as well can have an adverse effect on society. It can distribute useful messages to the
people around as well can harm the sentiments of the people. Usage of social media should
be done properly.
5
Effects of Social Media in Saudi Arabia
Reference
Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2016). Social commerce as a business tool
in Saudi Arabia’s SMEs. International Journal of Indian Culture and Business
Management, 13(1), 1-19.
Abosuliman, S. S., Kumar, A., Alam, F., & Rasjidin, R. (2013, January). Disaster planning
and management in Jeddah, Saudi Arabia. In Proc. 2013 International Conference on
Economics and Social Science (ICESS 2013) (pp. 20-21).
Anas, O. (2013). The changing profile of media in the Arab States. Global Media Journal
Arabian, 2(1-2), 28-46.
Chaudhry, I. (2014). Arab Revolutions: Breaking fear|# hashtags for change: Can Twitter
generate social progress in Saudi Arabia. International Journal of Communication, 8,
19.
Ghannam, J. (2011). Social Media in the Arab World: Leading up to the Uprisings of
2011. Center for international media assistance, 3(1), 1-44.
Howard, P. N., & Hussain, M. M. (2011). The role of digital media. Journal of
democracy, 22(3), 35-48.
Liang, C. S. (2015). Cyber Jihad: understanding and countering Islamic State
propaganda. GSCP Policy Paper, 2(4), 1-12.
Radcliffe, D., & Lam, A. (2018). Social media in the Middle East: the story of 2017.
6
Reference
Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2016). Social commerce as a business tool
in Saudi Arabia’s SMEs. International Journal of Indian Culture and Business
Management, 13(1), 1-19.
Abosuliman, S. S., Kumar, A., Alam, F., & Rasjidin, R. (2013, January). Disaster planning
and management in Jeddah, Saudi Arabia. In Proc. 2013 International Conference on
Economics and Social Science (ICESS 2013) (pp. 20-21).
Anas, O. (2013). The changing profile of media in the Arab States. Global Media Journal
Arabian, 2(1-2), 28-46.
Chaudhry, I. (2014). Arab Revolutions: Breaking fear|# hashtags for change: Can Twitter
generate social progress in Saudi Arabia. International Journal of Communication, 8,
19.
Ghannam, J. (2011). Social Media in the Arab World: Leading up to the Uprisings of
2011. Center for international media assistance, 3(1), 1-44.
Howard, P. N., & Hussain, M. M. (2011). The role of digital media. Journal of
democracy, 22(3), 35-48.
Liang, C. S. (2015). Cyber Jihad: understanding and countering Islamic State
propaganda. GSCP Policy Paper, 2(4), 1-12.
Radcliffe, D., & Lam, A. (2018). Social media in the Middle East: the story of 2017.
6
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