This research studies the budget shift from traditional media to social media in advertising campaigns in Lebanon. The objective of this thesis is to highlight the impact of social media on its target audience and compare it to the traditional media’s effect while taking into consideration percentage of reach, cost and interaction. In addition, the literature review covered four studies created by different researchers, (1) the new recipe in marketing strategy, (2) “Happies” campaign on social media, (3) social media marketing: the evaluation study in the wellness industry, and (4) social media ...

The Agenda 2030 is the global cause of the era that created a commitment towards achieving the 17 sustainable goals through international partnerships at the private and public sectors levels. In this thesis, the researcher attempts to examine the strategic communication process that UN GCNL is implementing to foster and spread the mission among stakeholders through the scope of the media and a hybrid approach. Reflecting on the campaigns, programs and activities as well as their impact on building the public agenda, strengthening trust, loyalty and reputation under the lens of the framing and ...

The surge in number of facebook users over the last years has been propelled by their needs for social integration, self-expression, and information seeking. This paper explored the motivations for using Facebook, and the gratifications Lebanese users derive from those uses. Moreover, this study examined the frequency of facebook participation of the Lebanese user. A literature review was done on the scholarly research covering the areas of social networking sites, new media and uses and gratifications theory. The theoretical framework was used to determine what are the motivations for Facebook ...