دور المسؤولية الاجتماعية في تفعيل التسويق السري في المؤسسة : دراسة حالة مؤسسة موبيليس، فرع البويرة

الملخص EN

This study seeks to recognize the role of social responsibility's dimensions (economical, legal, ethical, and voluntarily one) in stimulating the secret marketing techniques (viral marketing, celebrity marketing, brand pushers, mega marketing) at Mobilis institution, Bouira branch, since social responsibility considers for institutions as an essential support for best performance, it is related positively to secret marketing in achieving the underlined objectives, reaching success at competitive environment.

This study has been divided to theoretical and practical parts, where the first one discussed the social responsibility bases, secret marketing.

In the latter, an electronic questionnaire has been implied and distributed to 90 institution's workers randomly.

SPSS program has been relied on in analyzing data and testing hypotheses.

The study has concluded a set of results as the institution under study has social responsibility dimensions interest, being one of the most important mechanism for stimulating the secret marketing.