Transcontinentalisation of Egyptian culture driven by digital technologies
by Rasha Y. Tantawy; Babu P. George
International Journal of Qualitative Research in Services (IJQRS), Vol. 2, No. 3, 2016

Abstract: This study explores the emerging collage of consumption patterns in the Middle East with a special focus on Egypt. Egypt is often referenced in discussions on citizen behaviour mediated by social media technologies, especially in the context of the Arab Spring. Egypt is geographically African, but, for the most part, culturally Asian-Middle Eastern. Findings generally indicate Egypt's evolution into a crucible of Asian-African transcontinental culture, largely driven by media technologies. Strategies for international marketers to capitalise upon the new opportunities are proposed.

Online publication date: Sat, 04-Mar-2017

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