|   |   | 


1. Battle of the brand: How Twitter users in the Arab world challenge ISIL
Rezumat:The primary purpose of this study is to gain a better understanding of how the terrorist organization ISIL brands their identity and, subsequently, how their various branding strategies enable the group to gain support and recruit new members Furthermore, this study attempts to understand how social media users via Twitter challenge those presentations using social media platforms. The study analyses all available online issues of the ISIL publication Dabiq. Data from Twitter users in the Arab Peninsula was then collected using the Media Monitoring System at Texas A&M University. This analysis reveals that Arab Twitter users do not follow the same branding patterns of ISIL as ISIL themselves project to Western audience. Despite propaganda efforts and brutal tactics of subjugation, social media allows the larger public the opportunity to discuss and challenge such efforts.
Autor(i):Skye COOLEY, Ethan STOKES, Audra GINES
Publicat în:Revista Română de Marketing 2/2016 [Volume 11, Issue 2] (aprilie-iunie)
Cod citare:7579

Contul meu Rosetti