It seems like every year is dubbed “a year like no other”. Although the change might have been faster in some parts of the world compared with the Middle East, 2017 was rather a dramatic year, bringing in much heat in the region’s political and economic landscape. With its unique diversity, it will be incredibly difficult to get a clear picture of how the market is evolving and understand consumers and their motivations.
There is no doubt that social media plays a vital role, and the Middle East has become an active participator in global social media conversation. The region posts more than 17 million times a day on Twitter, according to research by Crimson Hexagon, and this is testimony
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