TY  - JOUR
T1  - “Entfahem” Campaign: The Use of Social Media to
Improve Consumer Habits in Bahrain
AU - AlSaqer, Layla 
JO  - The Social Sciences
VL  - 12
IS  - 6
SP  - 1092
EP  - 1105
PY  - 2017
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2017.1092.1105
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2017.1092.1105
KW  - Social media
KW  -non-profit initiative
KW  -strategic planning
KW  -social marketing
KW  -community welfare
AB  - Improving consumption habits would improve the quality of life and welfare in any society. Thus, this study aims to provide in-depth analysis of the case study of Entfahem (“you can change consumption habits” in Arabic) campaign, the non-profit campaign to improve consumption habits in Bahrain. It aims to study the extent to which strategic planning was used in implementing a social marketing campaign to address the lack of strategic consumption campaigns in Bahrain. Besides, it attempts to study the use of social media as a marketing tool in a non-profit project. Two focus groups were held with the team in addition to the observation of the communication tactics used in social media and interpersonal communication. Access to the campaign’s strategic plan was allowed to achieve the research’s aims. The study provides the first qualitative analysis of the process of planning, implementation and evaluation of a strategic social marketing campaign in Bahrain. The lack of empirical Arabic literature that has studied the strategic use of social marketing highlights the need for this research.
ER  -