دراسة تأثير استخدام التسويق بالضجة على الوعي بالعلامة التجارية للمستهلك الجزائري بالتطبيق على منتجات هواوي Huawei للهواتف الذكية

الملخص EN

This study aimed to identify the extent of the Algerian consumer awareness of the use The Buzz Marketing and the impact of this on the latte awareness of the Huawei brand of smartphones, as the research community included Algerian citizens at the national level and users of Huawei brand smartphones.

A soft sample was taken It consists of (826) items, where a questionnaire was distributed to them for the purposes of scientific research.

The following statistical methods were used: Descriptive statistics that include frequencies, percentages, mean and standard deviation of the paragraphs of the resolution, ANOVA One - Way test, multiple regression tests and reliability test (Cronbach Alpha).

The researcher reached several conclusions: * There are differences between groups of demographic characteristics (males / females, age, monthly income and educational level) with regard to the Algerian consumer's perceptions of the use of Buzz marketing with regard to Huawei's smart phone products; * There are no differences between groups for demographic characteristics; For each variable (age, educational level and monthly income) in relation to the Algerian consumer perceptions of the "Huawei" brand of smartphones; There are substantial differences in the perception (brand awareness) of Algerian consumers regarding gender only; * There is a significant impact at the level of significance (α≤0.

05) of use the Buzz marketing on the brand awareness (Recognition and Recall) of the Algerian consumer with regard to smart phone products (Huawei).

Jel Classification Codes: L15، M31.