Title: The power of social media: a showcase of behavioural change in the 2019 Algerian uprising

Authors: Ashraf M. Attia; Merve Yanar Gürce; Rana A. Fakhr; Barry Friedman

Addresses: Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Department of Business Administration, School of Business, American International University, Saad Al Abdullah-East of Naseem, Block 3, Kuwait ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA

Abstract: Social media marketing significantly influenced behavioural and political change in the recent Algerian uprising. We aim to contribute to the limited research that addresses the impact of social media marketing on behavioural change. We propose that trust, word of mouth, relationship, value, and loyalty facilitate the relationship between social media and political behaviour. In Algeria's recent political environment, these variables facilitated movement towards democracy, and influenced Algerian constituents' attitudes toward change, which, in turn, supported their individual and aggregate behaviour, leading to the uprising. We discuss the political and business leadership implications of social media and marketing tools during political and social change.

Keywords: social media marketing; social networks; Algeria; change; electronic marketing.

DOI: 10.1504/IJBFMI.2021.120140

International Journal of Business Forecasting and Marketing Intelligence, 2021 Vol.7 No.1, pp.70 - 89

Received: 09 Jun 2021
Accepted: 10 Jun 2021
Published online: 07 Jan 2022 *

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