دور قضايا التسويق الاجتماعي في تعزيز الصورة الذهنية للمؤسسات الجزائرية : دراسة حالة مؤسسة جيزي للإتصالات فرع الشلف

Abstract EN

This research aims to study the role of social marketing issues (like that related :to health preservation, to safety preservation, to environmental protection, and to community mobility) To enhance the mental image of the institution among members of society through the Djezzy Communications Foundation in Algeria, To achieve this goal, the researchers collected the necessary information by distributing a questionnaire to customers of the Djezzy Communication Foundation in Algeria, As the sample size of the study was 424 singles, and in order to reach the targeted results, a set of statistical methods were used, the most important of which are: ANOVA one way, Simple and multiple linear regression, correlation coefficient and determination coefficient using spss, The study reached a set of results: There are no statistically significant differences for consumer perception of social marketing activities due to the gender variable, While there are statistically significant differences for consumer perceptions of social marketing activities for the rest of the demographic factors, There is also a statistically significant relationship between social marketing activities and issues and the mental image of Djezzy Communications.

As for our most important suggestions for the corporation: Gezi Communications must adopt the concept of social marketing in a more profound and comprehensive way due to its role in building a positive mental image for its customers, and it should also pay special attention to the social marketing activities that it provides via SMS in a way that is innovative, distinctive and attractive for their customers, while ensuring its frequent recurrence, to contribute more to modifying and changing behaviors of members of society and ensuring the success of its social marketing campaign.