دور مواقع التواصل الإجتماعي في تكوين الصورة الذهنية للمؤسسة دراسة عينة من المؤسسات الفندقية بالجزائر

Abstract

This study aims de define the role of social media in creating a mental image of a given company. A sample of hotels activating in Algeria is under studied considering two principle variants: Social media as the independent variant, measured following four (04) principle dimensions (Interactivity, E-WOM, update, and credibility). The second variant is the mental image of a company, studied as a dependent variant following four (04) dimensions (Cognitive, emotional, behavioral, and social). In order to fulfill the objectives of this study, Facebook pages of the two following hotels has been analyzed: Mercure Alger Aéroport and Ibis Alger Aéroport. Besides, an interview was carried out with the Director of Ibis Alger Aéroport. in the same approach, a questionnaire was designed and addressed to clients of different hotels established in Algeria. These clients follow their hotels on social media platforms. therefore, the first data was gathered through a questionnaire designed for the purpose of the study using the intentional sample of 318 clients, processed with the statistical packages program of social sciences (SPSS v.025). The main results obtained are as following: A strong positive correlation exists between the two variants. The existence of a statistically significant effect of social media in creation a mental image of hotels in Algeria, more precisely, through E-WOM, update and credibility. Yet, the interactivity dimension seems to not have an effect on the process of creation a mental image of the hotels of the studied clients