Marketing

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Le master marketing forme des professionnels capables de mettre en œuvre une stratégie marketing et un plan d’actions marketing par rapport à un produit, un service, une ligne de produits ou de services et de réaliser ensuite des études pour analyser le résultat des actions menées. Grace à cette formation, notre école vous préparez à une insertion rapide sur le marché du travail.

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Author: search.filters.author.Bouyakoub Doudja Hanane

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    Les effets du bouche à oreille électronique (E-WOM) sur l’intention d’achat. Le cas du secteur hôtelier
    (école superieure de managment tlemcen, 2021) Bouyakoub Doudja Hanane
    Our study focuses on the phenomenon of electronic word of mouth, which has developed strongly in recent years, especially with the arrival of social networks that have changed the world. The Internet has changed the way businesses interact with their customers. The study of how the consumer reacts to the adoption of new information and communication technologies, and in particular the hotel sector, seems to be an interesting line of research that requires further research. The aim of this research is to test the effects of e-WOM on purchasing intentions. A qualitative study is applied to address the problem and reveals that electronic word-of-mouth has positive effects on purchasing intention and may also be negative on the intention to purchase.