Beam Journal of Economic Studies
Volume 8, Numéro 2, Pages 443-457
2024-09-15
The Impact Of Social Media Content Marketing On Brand Image (a Sample Study Of Djezzy Customers)
Authors : Dida Hatim Abdelhak . Lachabi Fatima Zohra .
Abstract
This research seeks to elucidate the influence of content marketing via social media on the Djezzy brand's image, examining three key aspects: Perceived Information Quality, Perceived Enjoyment, and Perceived Interactivity. Utilizing a five-point Likert scale questionnaire, the study gathered data from 152 individuals following Djezzy's social media pages. Analytical techniques were employed, with the "SPSS 26" software facilitating data analysis. The findings revealed that content marketing on social networks positively and significantly enhances the Djezzy brand's image.
Keywords
Content Marketing, Social Networks, Perceived Information Quality, Perceived Enjoyment, Perceived Interactivity, Brand Image
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