Brand Image Through Marketing Communication via Social Media Networks - A Field Study on a Sample of University Youth in the Wilaya of Skikda

Abstract

   This research paper aims to explore the nature of the image that university youth in Skikda province form towards the brand being promoted through marketing communication on social media platforms. The survey method was used in the field study, by designing a questionnaire and distributing it to a purposive sample of respondents.

   The study reached a set of findings, the most important of which are:

• The majority of respondents are regularly exposed to digital marketing content.
• Most of them prefer goods over services.
• Respondents' attitudes towards brand marketing communication on social media are generally positive.