أثر التسويق بالمحتوى في تحسين السمعة الإلكترونية للمؤسسة د ا رسة عينة من متتبعي الصفحة الرسمية لمؤسسة "يسير" عبر الفايسبوك

Abstract

This study aimed to identify the impact of content marketing on the management of the electronic reputation of Yassir, a transportation and delivery services company. The study addressed the dimensions of content marketing, namely: relevance, credibility, value, attractiveness, and emotional appeal, and their role in improving and managing the company’s e-reputation through customers’ perceptions. The study adopted a descriptive-analytical approach, using an electronic questionnaire distributed to a sample of 120 followers of the company's official Facebook page. The results were analyzed using SPSS software (version 25). The findings revealed that the content marketing practices adopted by the company have a clear positive impact on managing its electronic reputation, as they contributed to building a positive brand image and enhancing trust and favorable impressions among the audience .especially through the emotional and credibility dimensions.