Title: Social media marketing and behavioural change: a showcase from Tunisia's Jasmine Revolution

Authors: Ashraf M. Attia; Rana A. Fakhr; Mostafa Shalaby; Hibatullah Attia

Addresses: 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 ' Global Development Department, College of Agriculture and Life Sciences, Cornell University, Ithaca, NY 14850, USA ' College of Media and Communication, State University of New York at Oswego, Oswego, NY 13126, USA

Abstract: Social media is a driving force that has a powerful marketing impact on the political and social lives of citizens throughout the world. Limited research studies have been published on the impact of social media marketing on political and behavioural change in the Muslim world. This research proposes a framework to exemplify the impact of social media marketing on behavioural change as a showcase from the Tunisian Jasmine Revolution. This research demonstrates the facilitating role of social media marketing in impacting the political and actual behaviour of Tunisians during and after the revolution to facilitate the disposing of one of the prominent dictators in the Arab and Muslim world and transforming Tunisia toward a democratic society. This case study provides an in-depth analysis of the consequence variables of the Jasmine Revolution and sheds light on several marketing and political implications.

Keywords: social media marketing; Islamic marketing; social network; social media; behavioural change; electronic commerce; Tunisia; Muslim world.

DOI: 10.1504/IJIMB.2018.098505

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.4, pp.324 - 340

Received: 04 Jul 2018
Accepted: 12 Sep 2018
Published online: 25 Mar 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article