An Arab perspective on social media: how banks in Kuwait use instagram for public relations

Ali A. Al-Kandari, T. Kenn Gaither, Mohamed Mubarak Alfahad, Ali A. Dashti, Ahmad R. Alsaber

Research output: Contribution to journalArticle

Abstract

This study examines the public relations functions of eight Kuwaiti banks listed in the Kuwait Stock Exchange Market (KSEM) that post on their Instagram accounts. It also uses market-size, organization, and individual level predictors to model Instagram postings. A content analysis of 1502 posts revealed the banks use Instagram for promotion, information dissemination, community building, and interactive engagement, in that order of prominence. The findings suggest banks operate at the confluence of visual communication through Instagram and integration of religious sym- bolism to serve a public relations function predicated on image and influence. In doing so, the banks tap into the wellspring of social media use by target publics by navigating a balance between obedience to Allah and meeting bank business objectives. The resulting tension between sacred and secular highlights Arab cultural values and suggests Instagram fosters individualism, which challenges Arab emphasis on collectivism and fractures the notion online platforms can effectively build meaningful relationships that characterize Arab culture. The study posits Instagram is more effective in an Arab context at image building than relationship building, threading the importance of visual communication through social media across Arab culture and global public relations practices.
LanguageEnglish
Article number101774
Number of pages11
JournalPublic Relations Review
Volume45
Issue number3
Early online date7 May 2019
DOIs
Publication statusPublished - 30 Sep 2019

Fingerprint

Social Media
Information Dissemination
Content Analysis
Confluence
Predictors
Banks
Kuwait
Public relations
Social media
Target

Keywords

  • social media
  • Kuwait
  • banking
  • public relations

Cite this

Al-Kandari, Ali A. ; Gaither, T. Kenn ; Alfahad, Mohamed Mubarak ; Dashti, Ali A. ; Alsaber, Ahmad R. / An Arab perspective on social media : how banks in Kuwait use instagram for public relations. 2019 ; Vol. 45, No. 3.
@article{8b9797ece8e04c9fb7bdd7170be224bb,
title = "An Arab perspective on social media: how banks in Kuwait use instagram for public relations",
abstract = "This study examines the public relations functions of eight Kuwaiti banks listed in the Kuwait Stock Exchange Market (KSEM) that post on their Instagram accounts. It also uses market-size, organization, and individual level predictors to model Instagram postings. A content analysis of 1502 posts revealed the banks use Instagram for promotion, information dissemination, community building, and interactive engagement, in that order of prominence. The findings suggest banks operate at the confluence of visual communication through Instagram and integration of religious sym- bolism to serve a public relations function predicated on image and influence. In doing so, the banks tap into the wellspring of social media use by target publics by navigating a balance between obedience to Allah and meeting bank business objectives. The resulting tension between sacred and secular highlights Arab cultural values and suggests Instagram fosters individualism, which challenges Arab emphasis on collectivism and fractures the notion online platforms can effectively build meaningful relationships that characterize Arab culture. The study posits Instagram is more effective in an Arab context at image building than relationship building, threading the importance of visual communication through social media across Arab culture and global public relations practices.",
keywords = "social media, Kuwait, banking, public relations",
author = "Al-Kandari, {Ali A.} and Gaither, {T. Kenn} and Alfahad, {Mohamed Mubarak} and Dashti, {Ali A.} and Alsaber, {Ahmad R.}",
year = "2019",
month = "9",
day = "30",
doi = "10.1016/j.pubrev.2019.04.007",
language = "English",
volume = "45",
number = "3",

}

An Arab perspective on social media : how banks in Kuwait use instagram for public relations. / Al-Kandari, Ali A.; Gaither, T. Kenn; Alfahad, Mohamed Mubarak; Dashti, Ali A.; Alsaber, Ahmad R.

Vol. 45, No. 3, 101774, 30.09.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - An Arab perspective on social media

T2 - how banks in Kuwait use instagram for public relations

AU - Al-Kandari, Ali A.

AU - Gaither, T. Kenn

AU - Alfahad, Mohamed Mubarak

AU - Dashti, Ali A.

AU - Alsaber, Ahmad R.

PY - 2019/9/30

Y1 - 2019/9/30

N2 - This study examines the public relations functions of eight Kuwaiti banks listed in the Kuwait Stock Exchange Market (KSEM) that post on their Instagram accounts. It also uses market-size, organization, and individual level predictors to model Instagram postings. A content analysis of 1502 posts revealed the banks use Instagram for promotion, information dissemination, community building, and interactive engagement, in that order of prominence. The findings suggest banks operate at the confluence of visual communication through Instagram and integration of religious sym- bolism to serve a public relations function predicated on image and influence. In doing so, the banks tap into the wellspring of social media use by target publics by navigating a balance between obedience to Allah and meeting bank business objectives. The resulting tension between sacred and secular highlights Arab cultural values and suggests Instagram fosters individualism, which challenges Arab emphasis on collectivism and fractures the notion online platforms can effectively build meaningful relationships that characterize Arab culture. The study posits Instagram is more effective in an Arab context at image building than relationship building, threading the importance of visual communication through social media across Arab culture and global public relations practices.

AB - This study examines the public relations functions of eight Kuwaiti banks listed in the Kuwait Stock Exchange Market (KSEM) that post on their Instagram accounts. It also uses market-size, organization, and individual level predictors to model Instagram postings. A content analysis of 1502 posts revealed the banks use Instagram for promotion, information dissemination, community building, and interactive engagement, in that order of prominence. The findings suggest banks operate at the confluence of visual communication through Instagram and integration of religious sym- bolism to serve a public relations function predicated on image and influence. In doing so, the banks tap into the wellspring of social media use by target publics by navigating a balance between obedience to Allah and meeting bank business objectives. The resulting tension between sacred and secular highlights Arab cultural values and suggests Instagram fosters individualism, which challenges Arab emphasis on collectivism and fractures the notion online platforms can effectively build meaningful relationships that characterize Arab culture. The study posits Instagram is more effective in an Arab context at image building than relationship building, threading the importance of visual communication through social media across Arab culture and global public relations practices.

KW - social media

KW - Kuwait

KW - banking

KW - public relations

U2 - 10.1016/j.pubrev.2019.04.007

DO - 10.1016/j.pubrev.2019.04.007

M3 - Article

VL - 45

IS - 3

M1 - 101774

ER -