The impact of digital communication on brand image enhancement in Algerian institutions : case: University Abderrahmane Mira of Béjaia

Abstract

This thesis explores the impact of digital communication on the enhancement of brand image, with a focus on Abderrahmane Mira University of Béjaïa. The main objective is to analyze how digital communication tools such as the official website, WebTV, social media platforms, and professional emails contribute to strengthening the university's image among its internal and external audiences. To achieve this, the study adopts a mixed-methods: qualitative data were collected through semi-structured interviews with administrative staff (Rectorate, WebTV, and Computing Center), while quantitative data were obtained via an online questionnaire distributed to Master's students. The findings reveal that digital communication significantly improves brand visibility and reputation, particularly through social networks, despite challenges related to coordination, technical resources, and content regularity.