Native advertising is a form of communication for brands, products or service to promote and engage target audience, designed to blend in the page content, consistent with general perspective of the designated page and media platform. With no doubt, native advertising is growing to become an important part of the revenue for publishers, as more media companies are integrating it into their business models. This paper explores the nature of native advertising, the rules and regulations that guide this form of advertising, and its impact on consumer behavior.
This article is a pioneering theoretical work as an approach from the perspective of combination of social media characteristics and wisdom of crowds. The aim of this article is to conceptualize the social media channels in terms of their characteristics and to discuss the correlation between social media choices and culture. This paper contributes to social media marketing theory by developing a conceptual approach that explains and offers implications pertaining to the relationship between different social media channels in the age of social media. To do this, the relevant literature has been thoroughly reviewed, and exploratory research method has been used. The study also aims to visualize the effect of cultural differences as aligned with the study of Edward Hall (1967) and Gert Hoftstede (1984). Cultural factors exert a broad and deep influence on social media choices. Arab countries are categorized as high-context culture according to Hall's dimensions. The social media reports, Arab Social Media, conducted by Dubai School of Government of the years from 2013, 2013 and 2017 were analyzed. The limited availability of the literature done on the region has limited the scope and analysis of the research. The paper concludes that social media has certain characteristics that interrelate with each other and culture has a moderation effect on the choices.
The Olympic Games is passing through a new phase on the planet. The sport has reformed around the world especially in the Arabic-speaking Gulf countries. The local culture, religion and natural environment are the driving forces which are shaping the behaviour of the society. Nowadays, the consumption and sharing of sports information is through the medium of the latest technology like the tools of social media. The youth belonging to the Gulf Cooperation Council (GCC) countries use sports as a medium to communicate via social media. This paper used the situational analysis to describe the challenges of six communication channels for promoting the International Olympic Committee (IOC) Agenda 2020 for the GCC countries based on the SWOT, PESTLE and CATWOE methodologies. The results showed that the geographical area has huge potential to promote high performance and values of sport for future generations of athletes using the Youth Olympic Games as a seasonal door. However, an improvement from the perspective of consumer behaviour is necessary to generate youth engagement through National Olympic Committees (NOCs) during Summer and Winter Olympic Games with a heavy focus on the challenges for the new generation through social media. The recommendation points were that bilingual youth athletes (speaking Arabic and English) should be the new voice of the Olympic Movement in the GCC countries. To achieve Agenda 2020 goals, such action can engage the GCC youth generation with the Olympic Movement, including foreigners that live
This study explores the conflict management styles of German and Serbian managers in multinational organisations in Serbia. Contrary to most previous cross-cultural studies on conflict management styles, we have analysed not only the impact of the dimensions of individualism vs. collectivism on conflict management styles, but the effect of power distance dimension also. Moreover, none of the previous studies have analysed the conflict of management styles of managers in Southeast Europe, let alone the influence of intercultural interactions in multinational organisations in that region. Our study is based on the survey of 205 German, and 214 Serbian, managers in German multinationals in Serbia. The findings reveal that German and Serbian managers use different conflict management styles and that the status of the conflict partners and gender affect managers’ conflict management styles.
Purpose The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai.
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