The impact of the digital communication on the brand image. Study case: Ooredoo Algeria - Sense Conseil

Abstract

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