Is Social Media Marketing the New Black? 5 Ways to Use Social Media for Market Research

Concerning its economic situation, Lebanon is a free enterprise economic climate and has a long practice of laissez-faire business economics. In addition to its coastal area on the Eastern Mediterranean coast, Lebanon is considered as the main ‘window’ of the Middle East to Europe, North Africa, and the rest of the world. Because of this, its economy has gone through some very flourishing times as well as was also when called the ‘Paris’ of the Middle East before the country’s 15 year-long bloody civil war which finished in 1990.

Additionally, although Lebanon is tiny, it is additionally one of one of the most diverse nations on the planet. Christians, Muslims, Druze, and also other minority sects are spread out around the tiny country and also Lebanon’s political system is based on sectarian power sharing.

Nevertheless, this diversity had played a critical function in the country’s troubles. This variety was a required condition of the nation’s sectarian civil war and currently plays a vital function in its political paralysis, although other variables (primarily international) are to blame too. There is currently no acting President and the country’s competing political events maintain quarreling and preventing rather than helping with the country’s growth.

Moreover, Lebanon’s proximity to Israel has actually made it an international policy/proxy battleground for international nations, each utilizing Lebanon for its very own self-seeking ends.

The depressing political facts of the country have substantially injure the nation’s economic situation. Also, because Lebanon is a service-based economic situation, this certain market has actually taken the largest hit.

Tourism plays a considerable role in the nation’s economy. According to the Lebanese Ministry of Economic Climate & Profession (MOET), “Tourism has long been just one of Lebanon’s prominent economic sectors” (Economic Research Study Unit, 2010).

Additionally, The World Traveling & Tourism Council estimated that the travel & tourism market in Lebanon added over $4 billion dollars in 2013 (Globe Traveling & Tourism Council, 2014).

The traveling & tourism market composed concerning 10% of the economic situation in 2012 however that share dropped to 9% in 2013 (ibid, p. 14). This results from the political circumstance in the country along with a few other elements. In addition, the variety of vacationer arrivals in the country kept reducing from 2011 to 2013.

Since the tourism market has actually been rather floundering in the previous few years, the room for mistake ends up being very tiny for services in this industry. The political & financial situations are squeezing tourist-related (TR) organizations in Lebanon. This indicates that these companies are compelled to do even more to offset increasing losses (or lowering profits) as well as with less sources. There is no informing when the political & financial circumstance in Lebanon will enhance specifically considering that the civil battle in bordering Syria reveals no indicators of moderating.

There are several ways that Lebanese TR companies can adapt throughout these times such as implementing downsizing plans as well as reducing on advertising and marketing & advertising budgets. When economic recessions and also tough times influence organizations, the first things to get removed are usually marketing budget plans. Yet specifically considering that TR organizations need to do even more marketing to offset lost companies, this might not be a great suggestion.

One option to this problem is to take advantage of Social Media Marketing strategies given that they cost little to no sources, excellent for the current economic circumstance in Lebanon. Social media site advertising allows TR businesses to get rid of barriers of minimal budget plans and also lowered organization.

Problem Statement

During the previous couple of years, the positive effect of social media on business has actually been extremely high (Kaplan et al., 2010; Stelzner, 2010; Treem & Leonardi, 2012, p. 143; Baker & Green, 2014).

In addition, Facebook and Twitter fans of a particular brand are a lot more most likely to advise as well as purchase from these brand names than non-fans (Cruz & Mendelsohn, 2011). However, we do not need to see to it of social media’s impact on company through research study studies. For social networks individuals, that include over 30% of the world, this reality is recognized. Increasingly more businesses are putting Social media site advertising and marketing devices into their advertising strategies and also, in some cases, have also end up being an essential part of their overall organization approach.

Normally, one would expect that Lebanese companies would quickly adopt Social network Advertising as a vital function in their total advertising and marketing techniques however this is not the case. When it concerns the Middle East as well as especially Lebanon, the area is much behind the West in social media usage. Not just that, when it pertains to organizations associated with the tourist industry, there is much area for growth. Little financial investment in innovation is maintaining vacationer services away from making the most of advertising and marketing chances provided by social media sites.

The Lebanese tourism sector is not capitalizing on social networks advertising and marketing methods even though the benefits of doing so are apparent. This provides an excellent issue specifically considering that the economy is experiencing a really rough time.

Additionally, Lebanese TR businesses and also organizations in Lebanon as a whole are not embracing social media sites tools as they should. This offers a significant issue in the waste of sources along with significant missed chances as a larger target market can be gotten to through social media sites allowing services that adopt social networks advertising and marketing devices obtain a far better opportunity of success and also prosperity.

Function of the study

The fruits and also benefits of social media advertising and marketing devices might take substantial time to find around in Lebanon if we are ignorant of the elements that have actually led to the prevention of extensive social networks advertising and marketing adoption.

Also, as long as no research study enters into the issue of effectively implementing a social media advertising and marketing campaign in the Lebanese context, many TR organizations may be shed even if they decide to take on social media advertising tools.

Furthermore, despite the fact that there have actually been countless research studies in the West regarding successfully applying social networks marketing campaigns, the outcomes of these researches might or may not put on the Lebanese context. For that reason, it is also the purpose of this study to figure out those variables associated with efficiently implementing social networks advertising and marketing amongst Lebanese TR companies.

At the end, there is no question that social networks advertising and marketing plays an incredibly important role in the advertising campaigns and also in the general success of tourism-related organizations.

Lebanese Tourist-Related (TR) services drop much behind the developed globe in investing and using SMM. Since there are several benefits of SMM, why is this so? Additionally, to reach the remainder of the globe, what is one of the most reliable way for Lebanese TR services to release an SMM project? So, it was the research’s objective to find factors connected to such low financial investment & use of SMM by Lebanese TR organizations as well as to help direct these businesses in properly using SMM.


The purpose of this study is twofold. This research intends to discover exactly what those factors are that are avoiding the widespread fostering of social media sites advertising and marketing tools amongst Lebanese TR companies. The viewpoint utilized is interpretivism, for an inductive strategy to go from certain to basic research study, the strategy is ethnographic, and also the technique is qualitative. Extensive meetings are utilized with 10 individuals from 10 different companies. Five companies had high social networks ‘presence’ and also the other 5 really did not. So, the participants’ solutions offered extremely valuable information and options for the research issue.


The results discovered that amongst the most appropriate elements of little SMM financial investment & use by Lebanese TR organizations are that several don’t see benefits to making use of SMM and so do not sustain it.

The results additionally supplied helpful details on variables for efficiently applying SMM by Lebanese TR services including the approval of SMM by ownership/decision-makers as well as the value of these people in seeing the advantages of SMM. Additionally, troubles with executing SMM consist of unfavorable customer comments and also inter-departmental power struggles.

Recommendations consist of interacting the advantages of SMM to Lebanese TR companies which is of such high relevance to obtain them to use SMM. There must additionally be an SMM plan with a constant routine laying out the days to add web content to social media websites as well as comprehensive monitoring of SM customer remarks about the business.

At the end, it is the scientist’s hope that the research Linkedin specialisten helped clarify important facets of SMM and its connection to Lebanese TR businesses. It is likewise wished that the recommendations be taken into consideration by Lebanese TR businesses.


Baker, S., & Green, H. (2014, February 20). Social media site will transform your company. Organization week.

CIA Globe Factbook 2014. (2014, November 11). Overall Location – sq km 2014 country contrasts, rankings, By Ranking.

Cruz, B., & Mendelsohn, J. (2011 ). Why social media sites matters to your company. Recovered from Chadwick Martin Bailey

Economic Research Study Device. (2010) Tourist. Ministry of Economy & Profession E-newsletter,( 5 )

Kaplan, Andreas M. and also Michael Haenlein. 2010. “Users of the Globe, Unite! The Challenges as well as Opportunities of Social Network.” Company Horizons 53: 59-68.

Stelzner, M. (2010 ). Social media marketing industry record: how marketing experts are making use of social media to expand their service.

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