The impact of digital communication strategy on perceived brand image: the case of coca cola Algeria company
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Date
2020-06
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Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
ith the advent of the internet, although the classic vectors of communication
(television, radio, billboards and other advertising spaces) are still used by companies, the
internet has become their preferred choice.
Digital brings together a set of communication tools, including social networks, websites,
email and blogs. And most social networks provide advertising channels for businesses to reach
potential customers and a phenomenal number of users, which is not really possible with
traditional media like television or radio. As a result, most brands have started to work on digital
integration in their communication strategies, in order to increase their notoriety and profitability
as well as improve their brand images.
In this context, we have developed this work to illustrate the impact of the integration of
digital in the communication strategy on the perception of a brand image, especially for an
authentic brand like Coca-Cola, which will be the case of study of our present research
Description
Keywords
Digital communication, Social networks, Brand image, Traditional communication, Brand identity