مجلة الأصيل للبحوث الاقتصادية والإدارية

Social Media Marketing And Brand Image In Emerging Markets: Evidence From Yassir’s Platform In Algeria

Auteurs : Nasri Aboubakeur .

Résumé

Social media marketing research remains fragmented across sectors and cultural contexts, particularly within emerging digital mobility markets. This study examines how social media marketing dimensions (interactivity, entertainment, trendiness, customization, and eWOM) contribute to Yassir’s brand image among Algerian consumers. A quantitative study design was employed. Data from 180 Yassir users were collected and analyzed using SPSS 27. The findings show that eWOM, customization, interactivity, and entertainment contribute positively to brand image, whereas trendiness does not. The study extends the social media marketing framework to Algeria’s on-demand mobility sector and highlights the contextual relevance of eWOM and customization.

Mots clés

Social Media Marketing ; Brand Image ; Yassir ; Algerian Consumers