أثر المزيج التسويقي الرقمي على الصورة الذهنية للمؤسسة الجزائرية : دراسة حالة مؤسسة "ماما" للعجائن بالبليدة

Abstract EN

This study aims to identify the importance of digital marketing and analyse the impact of the elements of its marketing mix in its four dimensions (digital product, digital pricing, digital distribution, digital promotion) related to the mental image of customers of the Algerian companies.

The study relied on the descriptive analytical approach, which provided a theoretical briefing on the concepts of digital marketing and mental image.

As for the practical side, the "Mama" company for pastries in the province of Blida was selected to be as an empirical study, and the questionnaire was used as a main tool for data collection, (104) forms were retrieved, whish were subjected to statistical processing and analysis using the (SPSS v25) program.

The study reached a set of results, the most important of them is that there is an acceptable switch among the managers of the "Mama" company towards digital marketing, and there is a positive impact relationship between the elements of the all combined digital marketing mix and the mental image formed by the customers of this company.

The study also showed that digital promotion is the most contributing factor in improving that image, while pricing is the least influential.

Based on the results of the study, a set of recommendations and suggestions were presented to the decision makers in the company under study.