دور التسويق الرقمي في تعزيز الصور للعالمة التجارية دراسة حالةعينة لمتعاملي الهاتف النقال في المسيلة

Abstract

This study aims to understand the role of digital marketing in enhancing the brand image among the three mobile phone operators in the state of M'sila, and to attempt to demonstrate the relationship between the independent variable represented by digital marketing, which was measured based on its dimensions (attraction/participation/retention/learning/communication), and the dependent variable expressed by the brand image in its dimensions (cognitive dimension/affective dimension/behavioral dimension). The study relied on the results of 147 questionnaires out of 147 distributed, which can be processed using the SPSS program and a set of statistical methods to test the effect of the independent variable on the dependent variable. This study reached a set of results, the most prominent of which is that digital marketing plays a role in enhancing the brand's image across its three dimensions, all of which are statistically significant. Furthermore, there is a positive correlation between the dimensions of the brand's image and the dimensions of digital marketing, with the exception of the attraction and behavioral dimensions of the brand, which were negatively correlated. The study concluded that mobile phone companies in Algeria, particularly in the M'sila region, are keen to employ digital media and promote their offerings and services via these digital media and the internet, thus enhancing the user's image of the companies under study.