The Impact of social media on the effectiveness of the service organization’s communicative strategy
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Date
2020
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Univérsité Oum El Bouaghi
Abstract
The purpose of this study is to research the impact of social media platforms on the service company's communication strategy (case study Rahnia Tours tourism agency).the study aims to discover the social media platforms types, characteristics, challenges ,opportunities and the difference between old new and social media types , also to know more about the marketing communications strategy and components of the marketing communications mix, as well as to address the concept of the usage of social media platforms and its role in building a communication strategy that aims to enhance the effectiveness of electronic and traditional tools also, to know the extent of the use of the social media in marketing communications in a telecommunications sector .
A study case was held by the researcher via an e-survey delivered to customers and visitors of the Rahnia tours social media platforms, resulting of 205 response .After collecting and analyzing the data via statistical and theoretical analysis, results were concluded as the following ; there is a real relation and impact between social media platforms on the effectiveness and function of marketing communication mix that shapes the whole communication strategy of the institution in question , among the 4c of the marketing mix the researcher found that advertisement has a huge impact on the effectiveness of the communication strategy while the rest had a milled effect overall, due to the results of the study the researcher found that it's imperative for this institution and other services company to implement all the social media platforms in their communication strategy to gain customers and to sustain a place among competition and market share .
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Keywords
Marketing, Social media platform, Communication strategy