التسويق بالمحتوى كتوجه تسويقي جديد في عصر الرقمنة : دراسة حالة مؤسسة جازي

الملخص EN

The study aims to shed light on the concept of content marketing as one of the new trends and ground-breaking technologies in the field of digital marketing.

Various theoretical aspects related to this concept have been discussed in order to evaluate the marketing content of Djezzy mobile phone company through social media sites by using a set of characteristics required in good content.

The study was conducted on a sample of (74) individuals following the content of the Djezzy company in Boussaâda, Msila district.

The study concluded that the content provided by Djezzy company is entirely good from the point of view of the target audience.

However, the evaluation of each characteristic separately showed that the attractiveness characteristic proved to have a strong level which reflects the company's great attention to the format and technical aspects as well as the outer appearance of the content.

As for the remained characteristics, they proved an average evaluation.

The results additionally confirmed differences in the study sample individuals' evaluations of the characteristics of the content provided by Djezzy company through social media due to the demographic variables excepting the entertainment and passion in relation to the age.