LAKROUF, Rym SarahBABA AHMED, Hichem (Directeur de thése)2024-05-162024-05-162023-06https://dspace.hec.dz/handle/123456789/319In an environment where social networks are predominant, content marketing now occupies an undeniable place in the communication strategy of companies. It is used by more than 85% of businesses in North America. Not surprisingly, it appears as an emerging trend in other sectors such as advertising sponsorship where it presents itself as the best brand activation tactic. Obviously, the use of content marketing is the key to success for marketers! Social networks are divided into two categories, according to their primary function, which are social networks of contacts or content. Contact social networks allow users to expand their contacts in different networks such as their social network (e.g. Facebook) or their professional network (e.g. LinkedIn). Content social networks offer the possibility to share all types of content such as photos (e.g. Instagram), videos (e.g. YouTube), links (e.g. Delicious) as well as several others. Although social media content marketing is gaining increasing popularity with businesses, in the academic literature it represents a new topic of research. To date, much of the knowledge is based on reports from business research institutions such as the Content Marketing Institute and eMarketer. The objective of this study is therefore to deepen the understanding of content marketing, and measure its impact when it is used as a strategy for developing a mobile application.enContent marketingSocial networksStrategyMobile applicationThesis