The impact of digital communication on company’s brand awareness Case study of the company: SARL SOPI

Abstract

This dissertation examines the impact of digital communication on the brand awareness of SARL SOPI, commercially known as MAMA. Using a quantitative approach, the study is based on a questionnaire administered to a final sample of 200 respondents exposed to the company's digital channels. Digital communication is operationalized through three main dimensions: social media marketing, digital communication channels, and integrated marketing communication. Brand awareness is measured through brand recognition, brand recall, and top-of-mind awareness. Reliability tests confirm the internal consistency of the measurement scales, with Cronbach's alpha values ranging from 0.782 to 0.872. Stepwise multiple linear regression indicates that all three dimensions of digital communication exert a positive and statistically significant influence on brand awareness, with the final model explaining 39.4% of its variance. Social media marketing emerges as the strongest predictor, followed by integrated marketing communication and digital communication channels. These findings validate the main research hypothesis as well as the three associated sub-hypotheses, and highlight the importance of a coherent, interactive, and integrated digital strategy in strengthening the cognitive presence of the brand among Algerian consumers.