Cultural Differences in Social Media Usage and Beliefs and Attitudes towards Advertising on Social Media: Findings from Dubai, United Arab Emirates

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Author(s): Sara Kamal (American University in Dubai, UAE)and Shu-Chuan Chu (DePaul University, USA)
Copyright: 2012
Pages: 19
Source title: Computer-Mediated Communication across Cultures: International Interactions in Online Environments
Source Author(s)/Editor(s): Kirk St.Amant (East Carolina University, USA)and Sigrid Kelsey (Louisiana State University, USA)
DOI: 10.4018/978-1-60960-833-0.ch009

Keywords: Computer-Mediated Communication / Human Aspects of Technology / Information Science Reference / Media & Communications

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Abstract

Social media use is quickly integrating into the daily lives of consumers in the Middle East, where a large number of users represent a variety of cultural milieu. This chapter examines differences between Arab and non-Arab social media users in the United Arab Emirates (UAE), with respect to usage, beliefs, and attitudes towards social media advertising. The chapter also examines managerial and theoretical implications for communication across culturally diverse audiences via online media.

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Cultural Differences in Social Media Usage and Beliefs and Attitudes towards Advertising on Social Media: Findings from Dubai, United Arab Emirates

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