Browsing by Author "OULDSLIMANE, Ahmed"

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    The impact of social media advertising on the customer Engagement in the Algerian market: case study: Ramy
    (Ecole des Hautes Etudes commerciales, 2024-06) OULDSLIMANE, Ahmed; BABAAHMED ,Hicham ( Directeur de thèse )
    Social media communication is an integral part of the marketing mix, serving as a vital tool for businesses to convey information to target audiences, promote products, brands, and companies, and enhance brand image. Companies have various and diverse media options at their disposal. Among these, social media advertising stands out as a particularly effective technique. In today's digital age, social media advertising has become increasingly important as platforms like Instagram, Facebook, and YouTube, etc., are particularly effective in delivering messages to a wide audience and engaging customers through interactive content, aiming to influence consumer behavior and purchasing decisions through well-crafted advertising campaigns. In this thesis, we studied the impact of social media advertising on customer engagement within Ramy, a leading brand in the Algerian agri-food industry. Our study focused on evaluating the effectiveness of Ramy's social media campaigns in generating customer engagement and analyzing the factors that influence engagement, such as optimal posting times and the use of calls-to-action., and providing recommendations for optimizing their digital marketing strategies for Ramy