The objective of this study was to examine the influence of cyberbullying on various coping mechanisms such as drug abuse and depression among a sample of 251 Lebanese students, aged 17 to 31, and are enrolled in universities across the country. Using a quantitative method and guided by the transactional model for stress and coping theory, a link to a survey was electronically sent to the respondents through different social media platforms. Results show that some respondents are aware of the consequences behind cyberbullying, specifically the extreme ones (such as alcohol or drug addiction as ...

“We lived on farms, then we lived in cities, and now were going to live on the internet!” This quote is taken from the Academy Award-winning film The Social Network (Imbd.com, 2010) and can be viewed as a representation of the current trends of our modern society. The rise of Internet usage and new technology is causing the world to move towards digital media which has led to the development and facilitation of blogs. Although the history of blogs is short, they have evolved into a valid and popular medium encouraging debates and allowing individuals to share their interests, provide suggestions, ...

In markets that are saturated with competition and rivals, a lot of thought has been brought into introducing the concept of a mascot, which is a cartoon character that reflects a brand or a characteristic of a certain brand. Many mascots have proven to be a powerful marketing tool and have grown brands into becoming more popular. In the Lebanese market, mascots’ presence alongside brands is growing too slowly incorporate most major local and international brands. This comes to question the impact of the use of such marketing tools in affecting the Lebanese market branding strategies. This study ...

This study tackles the impact of self portrayal on Instagram on body image and self-esteem. Social media platforms have now become extremely diversified, having both positive and negative effects. Framing theory and hyper reality were used to help explain how social media platforms have made reality so hard to achieve by framing what they want to highlight and keeping a lot in the darkness. The quantitative research methodology was used because it is objective, and relies on concrete numbers which helps remove bias from the research. Results showed that the hypotheses stated weren’t completely ...

“Social media is about sociology and psychology more than technology” said Brian Solis (March 14, 2012), Digital Analyst and Anthropologist, Best-Selling Author, Keynote Speaker, Human Being. This quote could be the best label to describe how people have perceived social media since day one. This thesis tackled the gratifications an Instagram user gets upon posting food images. It explains the reasons behind this immense trend of people sharing their food with friends, family, and even strangers following their social media accounts. For this purpose a literature review covered few researches ...

The Lebanese leftist political song is an expression of a position and a belief, at times political and at others cultural. This study explores the reasons behind the emergence of the leftist political song. It analyzes more specifically the role of the Lebanese communist party and other leftist parties in supporting the artists that produced this type of songs and their role in using this particular genre as a motivator and a communication tool to mobilize their public. The study therefore examines the relationship between the political engagement of the artists and the existence of this song ...

It was impossible to imagine a world without television, but it is not that hard anymore. Many of the young adults in Lebanon are shifting their preferences when it comes to television. Lebanese TV stations are facing new competitors: cable television and online streaming services. This study examines motives behind viewing local and Western series and programs using a quantitative survey research design. Using the Uses and Gratifications theory along with Cultivation and Spectatorship theories, this research studied the Lebanese youth and the reason behind watching television. The findings ...

The thesis examines the visual and connotative representations of men in Lebanese print advertising. Historically, studies on female stereotypes in advertising and media have been conducted from every possible angle, but even after extensive research, I have found very few studies on male stereotyping in the same field. The reason behind that lies, I think, in the fact female stereotyping is more controversial and demeaning to women, while male stereotyping seems to be flattering and favorable to men. Controversy sells, and controversial subjects get a lot more attention than non-controversial ...

The Beirut port explosion on the 4th of August opened countless windows and endless stories. Simultaneously, the effects of this tragic incident imposed itself on media channels, whereby everyone knows that media institutions were and still are subject to the authority and controlled by politicians because they are the main financiers. Without financiers the media channels will collapse, so the viewer falls under the influence of “rating” or what is known as raising viewership, and whatever the circumstances of the event. This research will address the causes and methods of covering ...

This thesis examines consumer attitudes and behaviors towards in-app advertising considering the pillar parameters of digital in-app advertising campaigns, namely targeting and frequency. The thesis suggests how these parameters should be strategically dosed for higher advertising campaign success with higher ad click-through rates (CTR) and higher consumer conversions on advertisers’ e-commerce websites. The research method of the study was quantitative with a survey as the main research instrument. The user survey (online from February 2019 till March 2019) was targeted at Lebanese mobile ...