الإشهار الرقمي و دوره في بناء الصورة الذهنية المدركة للعلامة التجارية للمؤسسات الناشئة : دراسة استطلاعية لآراء عينة من عملاء جوميا الجزائر

الملخص EN

This study found that the digital advertising Jumia Algeria relies on does not take all the forms that it is supposed to be, especially in relation to advertising on SEO sites and activating the role of the Jumia website, which is a commercial interface in which all products are displayed under the Jumia Algeria brand, the Jumia digital advertising is limited to the intensive offer by exploiting the free social media pages, as it has been confirmed in the results of the study, and since this brand is an emerging institution active in a virtual environment that seeks to achieve its first goal of building a mental image and achieving full awareness of all components of the brand Jumia Algeria, according to the results of the scale The mental image used in this study is that Jumia Algeria has not yet reached the stage of building the mental image and achieving full awareness of all components of the brand Jumia Algeria, according to the results of the scale The mental image used in this study is that Jumia Algeria has not yet reached the stage of building the mental image that allows its customers to bring everything related to it and its brand as soon as they see it