The power of social media: a showcase of behavioural change in the 2019 Algerian uprising
by Ashraf M. Attia; Merve Yanar Gürce; Rana A. Fakhr; Barry Friedman
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 7, No. 1, 2021

Abstract: Social media marketing significantly influenced behavioural and political change in the recent Algerian uprising. We aim to contribute to the limited research that addresses the impact of social media marketing on behavioural change. We propose that trust, word of mouth, relationship, value, and loyalty facilitate the relationship between social media and political behaviour. In Algeria's recent political environment, these variables facilitated movement towards democracy, and influenced Algerian constituents' attitudes toward change, which, in turn, supported their individual and aggregate behaviour, leading to the uprising. We discuss the political and business leadership implications of social media and marketing tools during political and social change.

Online publication date: Fri, 07-Jan-2022

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