Title: Transcontinentalisation of Egyptian culture driven by digital technologies

Authors: Rasha Y. Tantawy; Babu P. George

Addresses: Swiss Management Center University, Switzerland ' Fort Hays State University, USA

Abstract: This study explores the emerging collage of consumption patterns in the Middle East with a special focus on Egypt. Egypt is often referenced in discussions on citizen behaviour mediated by social media technologies, especially in the context of the Arab Spring. Egypt is geographically African, but, for the most part, culturally Asian-Middle Eastern. Findings generally indicate Egypt's evolution into a crucible of Asian-African transcontinental culture, largely driven by media technologies. Strategies for international marketers to capitalise upon the new opportunities are proposed.

Keywords: technological innovation; multicultural environment; digital marketing; consumption patterns; Middle East; Egypt; Egyptian culture; transcontinental culture.

DOI: 10.1504/IJQRS.2016.082669

International Journal of Qualitative Research in Services, 2016 Vol.2 No.3, pp.238 - 250

Received: 04 Aug 2016
Accepted: 23 Sep 2016

Published online: 04 Mar 2017 *

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