Booth Id:
BEHA064I
Category:
Systems Software
Year:
2015
Finalist Names:
Al Mesallam, Amna
Abstract:
How do young entrepreneurs use social media to connect with potential customers and to build a brand of their products or services? the study explores this research question by looking at evidence from previous studies and by conducting intensive interviews with a number of young business people in Qatar, a young country with a particularly strong entrepreneurial spirit and an extraordinary density of social-media use.
I found that young Qatari entrepreneurs are enthusiastic about social media but not particularly knowledgeable about the appropriate use of them. I formulate recommendations for how Qatar should invest in training young business people, enabling them to take advantage of a promising instrument for stronger and more effective customer relations.