The Impact of Social Media Content Marketing on Brand Image: A Sample Study of Djezzy Customers
| المصدر: | مجلة شعاع للدراسات الاقتصادية |
|---|---|
| الناشر: | المركز الجامعي أحمد بن يحي الونشريسي تيسمسيلت - معهد العلوم الاقتصادية والتجارية وعلوم التسيير |
| المؤلف الرئيسي: | Dida, Hatim Abdelhak (Author) |
| مؤلفين آخرين: | Lachabi, Fatima Zohra (Co-Author) |
| المجلد/العدد: | مج8, ع2 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | سبتمبر |
| الصفحات: | 443 - 457 |
| DOI: |
10.54666/2334-008-002-027 |
| ISSN: |
2543-3911 |
| رقم MD: | 1518361 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Content Marketing | Social Networks | Perceived Information Quality | Perceived Enjoyment | Perceived Interactivity | Brand Image
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
This research seeks to elucidate the influence of content marketing via social media on the Djezzy brand's image, examining three key aspects: Perceived Information Quality, Perceived Enjoyment, and Perceived Interactivity. Utilizing a five-point Likert scale questionnaire, the study gathered data from 152 individuals following Djezzy's social media pages. Analytical techniques were employed, with the "SPSS 26" software facilitating data analysis. The findings revealed that content marketing on social networks positively and significantly enhances the Djezzy brand's image. |
|---|---|
| ISSN: |
2543-3911 |
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