Entrepreneurial success, using online social networking: evaluation
Education, Business and Society: Contemporary Middle Eastern Issues
ISSN: 1753-7983
Article publication date: 11 May 2012
Abstract
Purpose
The purpose of this paper is to evaluate the effectiveness of online social networking by entrepreneurs in the Arabian Gulf.
Design/methodology/approach
A descriptive research is conducted by interviewing a number of entrepreneurs in the Arabian Gulf who use online social networks as a method of promoting their products.
Findings
It is found that social networking is a cheap and easy method of advertising and gives all entrepreneurs a better chance of reaching their target market and, thereby, in succeeding in their ventures.
Social implications
With the rise in the use of social networking, entrepreneurs can now target their markets using online social networks. Social networking web sites allow businesses to introduce their products to specific market segments, with low expense, and with a low chance of failure. This rising phenomenon of web‐based social interaction can change the way businesses operate in future.
Originality/value
The paper explores the possibilities of entrepreneurial success with this new element, in electronic media, within integrated marketing communications.
Keywords
Citation
Indrupati, J. and Henari, T. (2012), "Entrepreneurial success, using online social networking: evaluation", Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 5 No. 1, pp. 47-62. https://doi.org/10.1108/17537981211225853
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited