مجلة الأصيل للبحوث الاقتصادية والإدارية
Volume 10, Numéro 1, Pages 239-256
2026-04-30

The Role Of Social Media In Efficient Brand Marketing: An Evaluation Of Algerian Universities



Authors : Chib Amina Djazia .

Abstract

This study investigates how Algerian universities use social media primarily Facebook, YouTube, and Twitter as strategic tools for efficient brand marketing. It aims to assess the effectiveness of these platforms in promoting university branding, stakeholder engagement, and institutional visibility. A mixed-methods approach was adopted, combining quantitative survey data with descriptive analysis. A structured questionnaire was administered to 157 students from Algerian universities. The universities fall below the expected benchmark for social media effectiveness. Social media has strategic potential not just for promotion, but also for reputation and relationship management. Branding efforts are fragmented and not fully optimized to attract or retain students effectively. Algerian universities underutilize the potential of social media for strategic brand marketing.

Keywords

social media, ; Brand Marketing ; Algerian Universities ; Higher Education ; Digital Communication ; Facebook ; YouTube ; Twitter, ; Branding Strategy ; Student Engagement.

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