فعالية التسويق الإلكتروني للخدمات عبر شبكات التواصل الاجتماعي: دراسة ميدانية على عيّنة من الوكالات الإشهارية بولاية عنابة

This study attempts to uncover the effective role of social media in marketing advertising agencies' services online. It aimed to monitor the marketing techniques used by the advertising agencies under study, as well as to understand how these agencies use social media for online marketing and their adopted strategies. The study relied on a questionnaire administered to a sample of local advertising agencies. The study concluded that the majority of managers of the advertising agencies under study resort to a combination of traditional and online marketing. They also rely primarily on social media as platforms for online marketing, particularly Facebook. Most agency managers' use of social media is evident in promoting the agency's products and services. The most common reasons motivating these agency managers to use social media marketing are lower advertising costs and the ability to build professional and social relationships. These managers believe that the advantages of online marketing lie in the availability of product distribution and the savings in effort and time. However, they believe that the lack of technical skills and limited e-procurement are among the most prominent obstacles to online marketing via social media.