مجلة الأصيل للبحوث الاقتصادية والإدارية

- The Relationship Between Social Media Use And The Corporate Image Of Startups – A Case Study Of Yassir Company

Auteurs : Frites Hamza . Merzouki Yasser .

Résumé

. This study examines the relationship between social media use and the corporate image of startups, with Yassir Company selected as a case study. The study adopted a descriptive-analytical approach, relying on an electronic questionnaire distributed via Facebook during August 2025. Data collected from 300 respondents in Algeria were analyzed using SPSS software. The findings revealed a positive and statistically significant relationship between respondents’ social media usage habits and preferences and their perceptions of Yassir’s overall corporate image (R = 0.645; R² = 0.416). Positive associations were also observed across the three dimensions of corporate image, with stronger relationships recorded for the cognitive and affective dimensions (R = 0.416 for each) than for the behavioral dimension (R = 0.358). Facebook and YouTube emerged as the most preferred platforms for following institutional information among respondents. Based on these findings, the study recommends developing more relevant and interactive digital content, encouraging audience engagement, and regularly evaluating digital communication performance to support the development of Yassir’s corporate image.. .

Mots clés

Keywords: Social media platforms; corporate image; startups; Yassir Company.