أثر الترويج على مواقع التواصل الاجتماعي في قيمة العلامة التجارية : دراسة ميدانية لآراء عملاء شركات الهاتف المحمول باليمن

Abstract EN

Basically, this study aimed at identifying the impact of the promotion via social media on the brand equity of the mobile service providers companies in Yemen from their customers' perspective, and to extend recommendations for the decision makers of these.

to achieve this objective, the study used the descriptive analytical approach to test the hypotheses using a questioner that was designed for data collection.

a purposive controlled sample was selected from mobile providing service companies' customers.

a package of statistical methods was used to achieve the objectives of this study and the following main conclusions were revealed : there was a significant statistical impact at (α≤0.

05) for the promotion through social media (advertisement and content exchange) on the brand equity.

from customers' point of view, (advertising) got first rank of positive impact on brand equity of the companies, and content exchange came after it sequentially.

based on the results, the study presented a set of recommendations : it was clearly shown that promotion through social media sites is very important for the brand equity enhancement ; therefore companies should give more focus on this aspect in their marketing activities and strategies.