Jidari is a social networking website that proposes to enhance the real social life of its users outside of the internet context. This is reflected by the slogan “Better Together.” Users have management control of their online social communications, with the expectation that this will enable them to protect their privacy. The name Jidari, which means “my wall,” was selected to connote privacy and dependability.
The company was formed by engineers Ali Zewail and Mohamed Nar in September 2011. The team started work in April 2012, and the first version of Jidari was released early in 2013. Unlike other social media networks, the privacy features in Jidari give the company an edge over its competitors. However, in spite of the high expectations of the founders, they have been unable to answer the question: Why should people use Jidari? For Jidari to be successful, it is important for marketers in the organization to understand how consumers make purchasing decisions in order to reach them more effectively, as well as to understand the organization’s positioning strategy to come up with recommendations for more efficient and useful marketing tactics.