THE POWER OF SOCIAL NETWORKS - HOW DOES DIGITAL COMMUNICATION SHAPE THE REPUTATION OR NOTORIETY OF BUSINESSES?

Abstract

The present study aims to analyze the effects of digital communication on brand notoriety using a methodology that combines a descriptive approach and an analytical approach in order to better understand the relationship between digital communication and brand reputation. It also attempts to highlight the essential role of digital communication in the segmentation, targeting, and differentiation of brands. The analysis carried out in this study also suggests that digitalization is crucial for the sustainability of Algerian companies, particularly in times of crises like the Covid-19 pandemic. Indeed, this research aims to contribute to a better understanding of the challenges of digital communication for the notoriety and resilience of companies.

Keywords

• social networks
• digital communication
• notoriety
• brand
• benson shoes algeria