Master

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Les thèses de Master

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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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    The impact of the digital communication on the brand image. Study case: Ooredoo Algeria - Sense Conseil
    (école superieure de managment tlemcen, 2021-09-27) Kherroubi Khaoula
    The concept of brand image is a very rich concept because it is related to many other marketing concepts. In order to gain recognition and increase their visibility, companies are increasingly using the digital communication channels to enhance their brand image. This is why it is more important than ever for companies to develop a strategy that will allow them to reach their consumers the most. As part of this thesis, we studied the impact of digital communication on brand image. Through a quantitative study carried out on the Ooredoo brand, we were able to confirm that Ooredoo's digital visibility and presence via its digital communication channels and especially social media impact positively. Meanwhile the associations that are strongly related to Ooredoo’s brand are not the reason to let people engage, but the interactivity and the reactivity of the brand can provide a positive brand image