SOCIAL MEDIA AS A NEW EMERGING TOOL OF MARKETING: EFFECT OF E-REPUTATION IN ALGERIAN MARKET

Abstract

During the fast growth of social media, the ways companies usually use in their marketing are changed; social networks became a great approach for companies to improve their communication with customers. The wide usage of social networking sites and tools by individuals makes companies want to think carefully on how they can benefit from such usage in rebuilding their relationship with customers and increasing their engagement level. Such companies found that social media marketing is the solution through which companies and their customers will become much closer. This paper covers four main sections where traditional marketing and electronic marketing concepts are reviewed in the first section. Then a detailed exploration of social networks and their distinct features is presented in the second section. A discussion of social network marketing tools and its related technologies is explored in the third section. Finally, we conduct a case study showing the effect of the online reputation in Algeria through the social media.