ESMT Repository
Welcome to the Digital Repository of the Higher School of Management - Tlemcen
- This digital archive preserves a wide range of scholarly materials, including publications, conference presentations, book contributions, entire books, theses, and research data.
- Data can be in various formats, such as videos, spreadsheets, code, and images.
- We keep also presentations and other scholarly resources
Recent Submissions
E-WOM et intention d’achat à l’ère numérique : étude quantitative auprès de consommateurs de la marque Apple
(Ecole Superieure De Managment Tlemcen, 2025-07) Mekkaoui Farah
The digital transformation of traditional word-of-mouth has not only strengthened the breadth of opinions and experiences, but it has also generated new dynamics of influence, consequently modifying purchasing decisions on an unprecedented scale. The central problem aims to determine the extent of the influence of the determinants of the e-wom on the purchase intention and how this correlation is modulated by the perception of the customer. To answer this question by taking the Apple brand as a case study. We conducted a quantitative study including an online questionnaire. Thanks to the latter, we collected 100 responses from Algerian consumers who were processed via SPSS and Smart PLS software for data analysis. The data significantly indicate that the e-WOM plays a crucial role in the purchase decision, thus reorganizing the information environment. More precisely, positive reviews boost the desire to buy, their quantity strengthens confidence, and the richness of the content helps in the decision. The economic effectiveness of opinions is therefore based on their perceived usefulness and credibility
L'impact du Greenwashing sur la perception de la marque Cas : SCHB-GICA
(Ecole Superieure De Managment Tlemcen, 2025-06-28) MANCEUR ASMA
Dans un contexte où la responsabilité environnementale est cruciale, certaines entreprises, comme GICA en Algérie, adoptent des stratégies de communication axées sur la durabilité. Cependant, le Greenwashing, qui consiste à donner une image écologique trompeuse, peut temporairement améliorer l'image de marque, mais nuit à long terme à la confiance des consommateurs. Cette étude met en lumière l'importance pour les entreprises d'adopter des pratiques environnementales authentiques pour construire une image de marque solide et durable..
Le Happywashing et Perception des Consommateurs :Le Cas de la Boisson Energisante IZEM
(Ecole Superieure De Managment Tlemcen, 2025-07) BOUGUIDER Narimene
The aim of this study is to analyze the impact of happy washing on consumer perception, focusing on the energy drink IZEM, marketed by Ifri. Based on a questionnaire administered to a sample of 80 student consumers, the study explores their expectations, impressions and purchasing behavior in the face of communication focused on well-being. The results show that these young people do not pay particular attention to the concept of happywashing. However, the brand's communication does positively improve its image, boosting young consumers' confidence and purchase intent. Despite this positive effort, the strategy raises questions about the sincerity of the brand's stated commitments. The study highlights the need to raise young people's awareness of the risks involved in consuming energy drinks, and encourages companies to adopt more transparent communication to avoid any form of deception and preserve the relationship of trust with their customers
L’impact de la crédibilité des influenceurs sur Instagram sur l’intention d’achat des internautes algériens Etude de cas de « Rifka et son produit Rifkus. »
(Ecole Superieure De Managment Tlemcen, 2025-06-24) Belgourari Aya Zaouia & Saâdoune Manel
This study aims to investigate the perceived credibility of influencers on Instagram and its impact on
the purchase intention of Algerian online users. Credibility is examined through three dimensions:
expertise, trustworthiness, and attractiveness. This research also seeks to determine which of these
credibility dimensions has the most significant impact on purchase intention. A quantitative descriptive
study was conducted using an online questionnaire, and data collected from 120 respondents, analyzed
using SPSS (version 27), showed that trustworthiness is the dimension with the most significant impact
on consumers' purchase intention, followed by the perceived attractiveness of influencers. In contrast, it
was found that the other dimension of credibility (expertise) does not have a significant impact on
purchase intention, unlike the other dimensions.
L’imapct du SEO sur le capital marque en ligne: une étude comparative centrée sur l’expérience utilisateur sur les deux marques BIOTANYS GENILUX
(Ecole Superieure De Managment Tlemcen, 2025-07) Beddiar Ines Chohra nour
The objective of this research is to examine how natural referencing (SEO) influences brand equity, taking into account the moderating role of the customer experience. The central question to which this thesis attempts to answer is: "To what extent does natural referencing (SEO) influence the brand equity of an online company, Biotanys and Genilux, and to what extent is this relationship moderated by the customer experience? "To answer this question, a comparative quantitative approach was adopted, through two questionnaires administered to 200 respondents (100 for each brand). The data were analyzed using SPSS and Smart-PLS 4 software. The results reveal that SEO has a significant positive impact on brand equity, through visibility, credibility and engagement. The ergonomics of the site and the speed of navigation reinforce this effect. The study concludes that SEO, well integrated into a digital strategy
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centered on the customer experience, constitutes an essential lever of differentiation and performance for Algerian brands.