What Exactly is Social Media Marketing?


Concerning its economic situation, Lebanon is a free enterprise economy as well as has a long custom of laissez-faire economics. Along with its coastal place on the Eastern Mediterranean shore, Lebanon is taken into consideration as the main ‘home window’ of the Middle East to Europe, North Africa, et cetera of the world. Due to this, its economic situation has experienced some very thriving times and was even when called the ‘Paris’ of the Middle East prior to the nation’s 15 year-long bloody civil war which finished in 1990.

Additionally, although Lebanon is small, it is likewise among one of the most diverse countries on the planet. Christians, Muslims, Druze, as well as various other minority sects are spread out around the small country and also Lebanon’s political system is based upon sectarian power sharing.

Nonetheless, this variety had actually played a critical role in the country’s issues. This diversity was a required problem of the nation’s sectarian civil war and presently plays an important duty in its political paralysis, although other variables (mainly international) are to blame too. There is presently no acting President and also the country’s competing political celebrations maintain bickering as well as avoiding rather than assisting in the nation’s development.

Furthermore, Lebanon’s proximity to Israel has actually made it an international policy/proxy battleground for foreign countries, each using Lebanon for its very own self-indulgent ends.

The unfortunate political truths of the country have substantially hurt the nation’s economic situation. Additionally, because Lebanon is a service-based economy, this specific market has actually taken the largest hit.

Tourism plays a significant duty in the nation’s economic situation. According to the Lebanese Ministry of Economic Situation & Profession (MOET), “Tourism has long been just one of Lebanon’s prominent private sectors” (Economic Research Study System, 2010).

Additionally, The Globe Traveling & Tourism Council approximated that the travel & tourist field in Lebanon added over $4 billion bucks in 2013 (Globe Traveling & Tourist Council, 2014).

The traveling & tourism sector composed regarding 10% of the economic climate in 2012 however that share dropped to 9% in 2013 (ibid, p. 14). This is because of the political situation in the nation as well as some other elements. Furthermore, the variety of vacationer arrivals in the nation kept lowering from 2011 to 2013.

Because the tourism industry has actually been rather stumbling in the previous few years, the room for error ends up being very small for organizations in this industry. The political & economic situations are pressing tourist-related (TR) businesses in Lebanon. This implies that these services are compelled to do even more to offset boosting losses (or lowering profits) and with fewer resources. There is no informing when the political & financial scenario in Lebanon will boost especially given that the civil war in bordering Syria reveals no signs of easing off.

There are many ways that Lebanese TR organizations can adapt during these times such as applying scaling down policies and cutting down on advertising and marketing & advertising spending plans. When financial recessions and bumpy rides influence businesses, the initial things to get removed are generally marketing budget plans. Yet particularly because TR companies need to do more advertising to offset shed businesses, this may not be an excellent suggestion.

One solution to this problem is to make the most of Social Media Marketing strategies given that they set you back little to no sources, ideal for the current economic circumstance in Lebanon. Social media marketing enables TR companies to overcome challenges of restricted budget plans as well as decreased business.

Issue Statement

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

Additionally, Facebook and Twitter fans of a specific brand are far more likely to advise and purchase from these brand names than non-fans (Cruz & Mendelsohn, 2011). However, we don’t need to ensure of social networks’s impact on organization with research study studies. For social media sites individuals, which include over 30% of the globe, this truth is understood. An increasing number of businesses are putting Social network advertising devices right into their marketing techniques as well as, in many cases, have even become an important component of their total company technique.

Naturally, one would expect that Lebanese organizations would rapidly embrace Social Media Advertising as a crucial duty in their overall advertising and marketing techniques but this is not the instance. When it involves the Middle East and particularly Lebanon, the region is far behind the West in social media sites use. Not just that, when it involves companies associated with the tourism industry, there is much room for growth. Little financial investment in innovation is keeping vacationer services away from making the most of advertising chances provided by social media.

The Lebanese tourist market is not making the most of social networks advertising tactics even though the benefits of doing so are apparent. This provides an excellent problem particularly given that the economy is undergoing an extremely rough time.

Additionally, Lebanese TR organizations and also companies in Lebanon in general are not taking on social networks tools as they should. This offers a massive problem in the waste of resources in addition to significant missed out on chances as a bigger target audience can be reached by means of social networks enabling services that take on social media sites advertising and marketing devices gain a much better opportunity of success and success.

Objective of the study

The fruits and also benefits of social media advertising tools may take significant time to find about in Lebanon if we are ignorant of the aspects that have caused the prevention of extensive social networks advertising fostering.

Likewise, as long as no research study goes into the problem of effectively applying a social media advertising campaign in the Lebanese context, numerous TR companies might be shed even if they choose to adopt social media advertising and marketing devices.

In addition, although there have actually been many studies in the West concerning successfully implementing social media advertising projects, the results of these researches may or might not relate to the Lebanese context. Therefore, it is additionally the function of this study to learn those elements associated with successfully applying social media sites advertising and marketing amongst Lebanese TR companies.

At the end, there is no doubt that social media advertising and marketing plays a very vital role in the advertising and marketing projects and also in the general success of tourism-related organizations.

Lebanese Tourist-Related (TR) companies drop far behind the industrialized globe in spending and also utilizing SMM. Considering that there are numerous advantages of SMM, why is this so? Also, to catch up to the rest of the globe, what is one of the most effective means for Lebanese TR services to release an SMM campaign? So, it was the research study’s objective to discover factors connected to such low financial investment & use SMM by Lebanese TR organizations and to aid assist these organizations in effectively using SMM.


The function of this research is twofold. This study aims to learn specifically what those variables are that are avoiding the widespread adoption of social media marketing devices amongst Lebanese TR businesses. The ideology used is interpretivism, for an inductive approach to go from details to general study, the method is ethnographic, and the technique is qualitative. Extensive interviews are used with 10 participants from 10 various business. 5 firms had high social media ‘visibility’ and the other 5 didn’t. So, the participants’ solutions gave really useful info and also solutions for the study issue.


The results found that amongst the most relevant  Adverteren Linkedin variables of little SMM financial investment & usage by Lebanese TR companies are that lots of don’t see advantages to utilizing SMM and so do not sustain it.

The outcomes also gave useful details on elements for successfully implementing SMM by Lebanese TR services consisting of the approval of SMM by ownership/decision-makers and the value of these people in seeing the advantages of SMM. Also, troubles with implementing SMM consist of adverse consumer feedback as well as inter-departmental power battles.

Recommendations include connecting the advantages of SMM to Lebanese TR services which is of such high value to obtain them to make use of SMM. There should likewise be an SMM strategy with a consistent schedule laying out the days to add content to social networks sites as well as comprehensive tracking of SM user comments about business.

At the end, it is the researcher’s hope that the study assisted shed light on vital elements of SMM and also its relationship to Lebanese TR businesses. It is likewise wished that the recommendations be taken into consideration by Lebanese TR services.


Baker, S., & Eco-friendly, H. (2014, February 20). Social network will alter your company. Company week.

CIA World Factbook 2014. (2014, November 11). Complete Location – sq kilometres 2014 nation comparisons, ranks, By Ranking.

Cruz, B., & Mendelsohn, J. (2011 ). Why social networks matters to your organization. Fetched from Chadwick Martin Bailey

Economic Research Unit. (2010) Tourist. Ministry of Economic Climate & Trade Newsletter,( 5 )

Kaplan, Andreas M. and Michael Haenlein. 2010. “Users of the World, Unite! The Obstacles as well as Opportunities of Social Media.” Service Horizons 53: 59-68.

Stelzner, M. (2010 ). Social media site advertising industry report: just how online marketers are using social media to expand their organization.

Company: Doelgroep bereikt
Address: Mercatorweg 2C
Zib code: 8501 XK
City: Joure
Region: Friesland
Country: The Netherlands
Phone: +31(0)85-8209770