The Impact of Digital Content Marketing on Brand Image Perception: A Case Study of Algérie Télécom

Abstract

This study examines the impact of Digital Content Marketing (DCM) on Brand Image Perception (BIP) among 190 customers of Algérie Télécom. Using a descriptive-analytical approach, data were collected through a structured questionnaire and analyzed with SPSS. The research investigates how DCM dimensions: relevance, credibility, value, attractiveness, and emotional appeal. influence the cognitive, emotional, and behavioral aspects of brand image perception. The results demonstrate strong, positive, and statistically significant relationships between all DCM dimensions and BIP. Regression analysis shows that DCM significantly explains variations in brand image perception, highlighting its role in enhancing customer evaluations and perceptions. The study underscores the strategic importance of high-quality and engaging digital content for improving brand image and maintaining competitive advantage in the telecommunications sector.