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Cultural Differences in Social Media Usage and Beliefs and Attitudes towards Advertising on Social Media: Findings from Dubai, United Arab Emirates
Abstract
Social media use is quickly integrating into the daily lives of consumers in the Middle East, where a large number of users represent a variety of cultural milieu. This chapter examines differences between Arab and non-Arab social media users in the United Arab Emirates (UAE), with respect to usage, beliefs, and attitudes towards social media advertising. The chapter also examines managerial and theoretical implications for communication across culturally diverse audiences via online media.
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