The Impact of digital communication via social media on brand image : The Cas of DANONE DJURDJURA ALGERIE
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Date
2022-06
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Publisher
Ecole des Hautes Etudes Commerciales
Abstract
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.
Description
Keywords
Digital communication, Social networks, Social media, Communication, Brand image, Brand Identity