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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    Médias Sociaux et E-Réputation - Cas de la Chaîne Hôtelière Marriott Algérie -
    (Ecole Superieure De Managment Tlemcen, 2023-07-06) Ghizlène Boukli-Hacène
    Social media are becoming increasingly important in the hotel sector, enabling hotels to share informations and stay in constant interaction with customers. This study focuses on the impact of social media on the e-reputation of Marriott hotels in Algeria, and how the electronic word-of-mouth influences can influence the online reputation of these hotels. We carried out a qualitative study by observing the social media of Marriott hotels, and a quantitative study by interviewing 125 customers with experience or knowledge of the establishments. Data processing was carried out using SmartPLS software, and we confirmed our hypotheses and validated that social media have a strong influence on the e- reputation of Marriott establishments.
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    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