Relationship between social media and E-communication marketing via brand content and E-CRM as mediators, case of Algerian mobile operators

Abstract

The objective of our article is to shed light on the opportunities of social media as an excellent brand content and e-CRM tool for improving e-communication marketing. To achieve our objective, we went through a literature review, based on previous studies, in order to identify our conceptual model and hypotheses. Subsequently, we tested these hypotheses with a quantitative study, based on a questionnaire intended for 500 Internet users, the results obtained are analysed by the modelling of structural equations, using the PLS approach. The study concluded that social media have a positive and direct impact on E-communication marketing, and they affect it indirectly via two mediating variables: brand content and E-CRM. The study's contribution sheds light on the means that allow managers and marketers to optimize their communication on social media via rich and attractive content and good customer service.