The impact of social media advertising on the customer Engagement in the Algerian market: case study: Ramy
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Date
2024-06
Journal Title
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Publisher
Ecole des Hautes Etudes commerciales
Abstract
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
Description
Keywords
Social media, Social media advertising, Customer engagement, Consumer behavior, Digital marketing