THE IMPACT OF SOCIAL MEDIA ON BUILDING AND ENHANCING THE CORPORATE IMAGE: A STUDY OF A SAMPLE OF RUE D'OR HOTEL ALGERIA CUSTOMERS

Povzetek

This study investigates the influence of social media on cultivating and enhancing corporate image by examining the relevant concepts and variables. It delineates the dimensions of corporate image, categorized into cognitive, emotional, behavioural, and social dimensions. Moreover, the research underscores the direct role of social media in shaping corporate image and delineates methodologies through which this image may be managed, as evidenced by the findings of a field study.

To fulfill the research objectives, a questionnaire was administered to customers of the Rue D’or Hotel, encompassing a sample of 100 individuals. In its practical application, the study employed SPSS25 software for executing descriptive statistics and hypothesis testing.