التسويق التفاعلي و أثره في بناء قيمة العلامة التجارية وفق نموذج Keller: دراسة حالة عينة من عملاء مؤسسة موبيليس في مدينة و رقلة

Abstract EN

The study aims to find out the extent of the impact of interactive marketing in building the value of the corporation's brand from the point of view of Mobilis customers in the city of Ouargla, where a proposed model for the study was designed to be used as a guide to test the relationship between the dimensions of interactive marketing and brand value, and to process the study and come up with results, a question form was used.

Distributed to a sample of 225 individuals for the study community represented by all Mobilis Corporation clients who had actually dealt with the Corporation.

The study concluded in its results that there is an effect of some dimensions of interactive marketing such as trust, interaction, bilateral communication and service quality on the value of the brand, and the ence of the effect of the rest of the dimensions, namely commitment and perceived benefit, as well as perceived ease of use.