Résumé:
The main purpose of this thesis titled “The impact of social media marketing on the
development of digital business’’ is to help Algerian digital businesses understand social
media marketing and how it can be their powerful tool to succeed in the market and achieve
their development goals explained by customer acquisition and brand loyalty.
Our graduation thesis is composed of two parts; the first one is an overview of the literature,
and it is divided into 3 chapters, the first chapter includes the necessary definitions and
aspects related to social media marketing. The second chapter talks about digital business,
its definition, and main characteristics, and treats the key elements of its development,
customer acquisition, and customer loyalty. The third chapter of our thesis treats social
media strategies and campaigns. The second part of this thesis represents a case study
elaborated during our internship with HEETCH EL DJAZAIR company, and it is subdivided
into two parts, the first one is the presentation of the hosting institution and the second one
represents the case study, its results, and analysis.
Our research method is a mix of quantitative and qualitative methodology, we analyzed the
achieved results from the case study and interviewed the direct responsible for its execution
to support the results and confirm our hypotheses.
The work is concluded with a statement of the general results of the study and the most
important questions resulting from it, which allow researchers to expand on this study.
