Browsing by Author "IRZIL, Kenza"

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    The Impact of digital communication via social media on brand image : The Cas of DANONE DJURDJURA ALGERIE
    (Ecole des Hautes Etudes Commerciales, 2022-06) IRZIL, Kenza; BABA AHMED, Hicham (Directeur de thése)
    In the light of a global pandemic, months of quarantine and social distancing. The world has become heavily influenced by new technologies, as people sought the internet more and more to complete their daily tasks. As a result, digital communication has taken an important place and, channels like television, radio, billboards, and other advertising spaces are still used by companies. But the internet is rapidly and surely becoming the preferred choice of companies and stays even after the pandemic the first choice of many companies. Using digital levers such as social networks, websites, email, and blogs present numerous opportunities for brands. Thus, companies are now seeking to exploit digital communication namely social media to be present online, to increase their notoriety and profitability as well as improve their brand images. In this context, our study aims to illustrate the impact of digital communication, namely via social media, on the perception of a brand image, especially for a leading brand in the Algerian market like Danone Djurdjura Algérie, which will be the case study of our present research.