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Register a new userThe Role Of Content Marketing Elements In Improving The Brand Image
دور عناصر تسويق المحتوى في تحسين الصورة الذهنية للعلامة التجارية
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Tishreen University مقالة
Publication date
2021
fields
Marketing
and research's language is
العربية
Authors
Mohammd( باحث )
Created by
محمد حماد
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هدف البحث إلى دراسة دور تسويق المحتوى في تحسين الصورة الذهنية للعلامة التجارية، وذلك من خلال دراسة دور عناصر تسويق المحتوى )الجاذبية، الملاءمة، القيمة( في تحسين الصورة الذهنية. واعتمد الباحث على المنهج الوصفي التحليلي كمنهج عام للبحث، حيث تم تصميم استبيان وتوزيعه على عينة البحث المكونة من 381 مفردة من مستهلكي شاشات سيرونيكس في محافظة اللاذقية (ريف ومدينة)، كما استخدم الباحث البرنامج الإحصائي spss في تحليل إجابات عينة البحث. توصل الباحث إلى وجود تأثير معنوي إيجابي لتسويق المحتوى على الصورة الذهنية لشركة سيرونيكس وكان ترتيب أبعاد تسويق المحتوى من حيث درجة التأثير هذه وفق الترتيب الاتي: الملاءمة، القيمة، الجاذبية.
The research aimed to study the role of content marketing in improving the mental image of the brand, by studying the role of content marketing elements (attractiveness, relevance, value) in improving the mental image. The researcher relied on the descriptive analytical method as a general approach to the research, where a questionnaire was designed and distributed to the research sample consisting of 318 individuals from the consumers of Seronex screens in Lattakia governorate (rural and city), and the researcher also used the statistical program spss to analyze the answers of the research sample. The researcher concluded that there is a positive, significant effect of content marketing on the mental image of Syronex, and the dimensions of content marketing were arranged in terms of this degree of influence in the following order: relevance, value, attractiveness
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