Model of electronic media marketing for brand building

Abstract

In the last decade, using Electronic Media Marketing (EMM) had a big impact on Brand Building companies. It addresses the need to use tools more efficiently. This study focuses on creating a model of Electronic Media Marketing for Brand Building for developing countries, since there are few published studies about this subject in the Middle East. Such lack of knowledge on EMM in developing countries calls for highlighting scientific studies, tools, models and scientific knowledge in order to extend a model emphasizing EMM for Brand Building (BB). After wide investigation of previous research, it becomes critical to form a model that could be proposed to effectively adopt EMM in developing countries. Therefore, this research is interested in building an extended model for EMM suitable for developing countries. The outcome of this study indicates that using EMM in the Middle East will address some market challenges and gaps. However, the extended model would have positive implications for brands in developing countries in terms of providing insights about the needs and requirements of implementing EMM. After emphasizing weaknesses, it was essential to test the model in the agriculture sector in Lebanon, where the significance of EMM for Brand Building were confirmed, but at a same time has not improved consumer satisfaction. The model is suitable for developing countries and the outcome shows that social media marketing is considered the most effective tool for building the brands of companies in developing countries. In conlusion, although this research considers the peculiarities of the agriculture companies in Lebanon, many other Brand Building companies can test the model in order to reach effectiveness of EMM for Brand Building.