Allagui’s academic experience includes more than 15 years of teaching at the University of Montreal, Canada, and the American University of Sharjah, United Arab Emirates. She also has experience working for a communication agency and for the new media industry in Montreal. Allagui specializes in teaching integrated marketing communication (IMC) courses, particularly public relations, advertising, IMC and strategic research methods. She also taught Arab media courses at the undergraduate and graduate levels when invited as summer Visiting Professor at the Institute of Journalism and Communication, IJK, Hannover, Germany (Summer 2018).  Her research interests focus on, among other things, the social integration of new media in the Arab region, the Arab cultural industries, and IMC practices (i.e. advertising, public relations)  in the MENA region.

Allagui is the author of the forthcoming book, Advertising in MENA Goes Digital, published by Routledge (March, 2019). She has contributed to global forums and congresses, held conference presentations, published dozens of peer-reviewed book chapters and journal articles, and has edited and co-edited special section volumes on the role of new media in the MENA region’ social transformations. Allagui serves on the editorial board of the International Journal of Communication (USC) and the journal Internet Histories (Taylor & Francis) and as a reviewer for several academic journals. She earned a PhD in communication sciences from the University of Montreal, Canada.

Personal Website



  • IMC 330 Principles of Public Relations
  • IMC 331 Public Relations Communication Strategies and Writing
  • Stratcom 303 Introduction to strategic communication
  • Stratcom 307 Digital, Social, and Mobile Marketing
  • Stratcom 320 Strategic communication campaigns


  • Analyzing effective PR campaigns that have proven success with social media.
  • Researching digital transformations and social empowerment in the MENA region
  • Exploring trends in successful Integrated Marketing Communication practices
  • Examining entrepreneurship initiatives, start-ups and webcasting practices in the MENA region
  • Understanding gendered use of new media in the MENA region



Allagui, I. (2019). Advertising in MENA Goes Digital. New York, NY: Routledge.



Allagui, I. (2023). The Dynamics of Advertising in MENA: An Empirical Model. In Khiabany, G.; Khalil, J., Guaaybess, T., and Yasil, B. (Edits.). The Handbook of Media and Culture in the Middle East. Oxford, UK: Wiley-Blackwell. [In press]

Allagui, I. (2021). Innovation in Legacy Media Institutions: The Case of the Al Jazeera Media Network. Journal of Creative Industries, 6, 36-55.

Allagui, I. (2021). Baladna Going Global. Case Study. Journal of Advertising Education. https://doi.org/10.1177%2F10980482211040507

Allagui, I. (2021). Tracing Cultural Relations through the COVID-19 Crisis. Arab Media & Society. Issue 32, Summer/Fall 2021. Available at https://www.arabmediasociety.com/tracing-cultural-relations-through-the-covid-19-crisis/

Allagui, I., & Akdenizli, B. (2019). The Gulf Information War and the Role of Information and Communication Technologies. International Journal of Communication. 

Allagui, I. & Akdenizli, B. (2019). The Gulf Information War and the Role of Information and Communication Technologies. Editorial Introduction. The International Journal of Communication, 13, 1287-1300. https://ijoc.org/index.php/ijoc/article/view/8988

Sage-Mitchell, J. & Allagui, I. (2019). Car Decals, Civic Rituals, and Changing Conceptions of Nationalism. The International Journal of Communication, 13, 1368-1388. https://ijoc.org/index.php/ijoc/article/view/8993

Allagui, and Al-Najjar, A. (2018). From Women Empowerment to Nation Branding: A Case Study from the United Arab Emirates. International Journal of Communication. 12 (2018), 68–85.

Allagui, I. (2018).  The Changing Nature of Socialization among Arab Youth. Insights from Online Practices. Digital Middle East. State and Society in the Information Age. Zayani, M. (Ed.). Oxford, UK: Oxford University Press. 33-57.

Allagui, I. (2017). Digital Media and Socio-Political Change in the Arab Region. In Goggin, G. and McLelland M. (Eds.), The Routledge Companion to Global Internet Histories. New York: Taylor & Francis and Routledge. 463-479.

Allagui, I. and Ayish, M. (2017). Big Data in the MENA Region: The Next Path Towards Socio-economic and Cultural Development. CyberOrient. Online Journal of the Virtual Middle East. Vol.11, 2.  

Allagui, I. (2017). Towards Organizational Activism in the UAE: A Case Study Approach. Public Relations Review. Vol. 43, 1, 258-266.

Allagui, I. (2017). Internet in the Middle East. An Asymmetrical Model of Development. Internet Histories. Digital Technology, Culture and Society. Vol. 1, 1-2, 97-105. 

Allagui, I. and Breslow H. (2016). Social Media for Public Relations. Lessons from Four Effective Cases. Public Relations Review. Vol. 42, 1, 20-30.

Allagui, I. (Guest Ed.). (2014). Waiting for Spring. Arab Revolution and Change. International Journal of Communication, Special Section. Vol.8, 1-20.

Allagui, I., and Ibahrine, M. (2014). Downturn times in the Arab Advertising Industry: Strategies of Survival, Journal of Business and Policy Research. Vol. 9. No. 2.

Allagui, I., and Breslow, H. (2014). The Apparatus of Mobility and the Restriction from Cyberspace. In Moser, D., and Dunn, S. (Eds.), Cyberculture: A digital Janus. Looking forward. Looking back. Oxford, UK: Inter-Disciplinary Press.

Allagui, I., Graham, M., and Hogan, B., (2014). Wikipedia Arabe et la Construction Collective du Savoir. In Wikipedia, Objet scientifique non identifié. Barbe, L. and Parzeau, L. (Eds.). Collection Information/Communication. Paris: Presses Universitaires de Paris Ouest. 

Allagui, I., and Breslow, H. (2013). The Disruption of Online Habitus: Flow, Cyberculture, and the Public Sphere amongst Diasporic Groups in the UAE. In Baumann, S. (Ed.), Cybercultures: Cultures in Cyberspace Communities.  Oxford, UK: Inter-Disciplinary Press.

Allagui, I., and Breslow, H. (2012). The Internet, Fixity, and Flow: Challenges to the Articulation of an Imagined Community. In Breslow, H. and Mousoutzanis, A. (Eds). Cyber Cultures: Mediations of Community, Culture, and Politics.  New York, NY: Rodopi.

Allagui, I., and Kuebler, J.T (2011). The Arab Spring and the Role of ICT. The International Journal of Communication. Vol.5. Feature 1435-1442.

Allagui, I., and Najjar, A. (2011) Framing Political Islam in the Arab Popular Culture: A Political Economy Approach. In the Middle East Journal of Culture and Communication. Vol. 4. 203-224.

Awards & Grants

Internal NU-Q Research Grant. When Advertising Goes Arab. Analysis of seminal IMC campaigns in the MENA region. Northwestern University in Qatar. (2014)

National Research Foundation award. Emirates Internet Project. On competition. United Arab emirates. (2011)

‘Best Paper’ award in the Marketing section. International Business Research Conference. Research for Change. California. (2013)

AEJMC (Association for Education in Journalism and Mass Communication) Robert Picard award for best book and monograph in media management and economics for the year 2007. Awarded for “Webcasting worldwide: Business models of an emerging global media”, Ha., L. et Ganahl, R. (Eds.) Co-authored two chapters. (2007)