أثر مواقع التواصل الإجتماعي على وظيفة التسويق

Abstract

This study aims to highlight the impact of social media (ease of use, information accuracy, and information efficiency) on marketing functions, specifically the elements of the marketing mix (product, price, promotion, and distribution) in medium and large-sized Algerian industrial enterprises. A questionnaire was utilized as the primary data collection tool, targeting marketing managers and officials in a convenience sample consisting of 53 medium and large-sized industrial enterprises. A total of 70 questionnaires were distributed, of which 60 were retrieved, yielding a response rate of approximately 85.7%. The data were statistically analyzed using SPSS software (version 22). The findings reveal a significant impact of social networking sites—represented by ease of use, information accuracy, and information efficiency—on the elements of the marketing mix in medium and large Algerian industrial enterprises. Furthermore, the results indicate that social networking sites influence all components of the marketing mix. The study recommends that Algerian industrial enterprises incorporate social networking sites as a fundamental part of their marketing strategies to enhance their overall effectiveness and competitiveness.