Le rôle du marketing digital dans la confiance de la communauté virtuelle

Abstract

In order to build a relationship of trust with its community, brand content is a relevant and interesting digital marketing tool for the brand since it provides rich and varied content to consumers according to their interests and at the right time; and thus increases the number of interactions allowing the brand to be fully developed. The objective of our research work is to study the effect of this brand content on consumer trust through three types of content namely: entertaining and playful content, useful and practical content and informative and discovery content. We tried to answer the problem of this research by basing ourselves on a literature review provided and on the results of our observation on the net study which allowed us to categorize the contents posted by the telephone operator “Ooredoo” and to know the reactions of the brand community to these posts. Then, we tested the degree of consumer trust with a specific measurement scale through a quantitative study carried out on the basis of a questionnaire administered to 201 respondents. The results of the quantitative study allowed us to test our reliability and the three types of branded content and consumer confidence. Of the scale using Spss24. We concluded that the Algerian consumer is a hyper connected and multi-media consumer. We have also found that entertaining and useful content have a direct and positive impact on consumer trust. However, informative content has no impact on the latter. Finally, we have cited the main contributions of our research as well as the limitations associated with them so that they can be improved in future research.