Browsing by Author "Abbaci, Ayoub"

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    Empirical Study On Digital Storytelling As A Communication Strategy Among Algerian Social Network Users
    (جامعة الوادي - University of Eloued, 2023-03-01) Meslem, Hanane; Abbaci, Ayoub
    Facing a major growth in social networks use in Algeria, companies are increasingly resorting to digital strategies. Digital storytelling, consisting of relating facts in narrative forms, is one of the communication strategies adopted nowadays, aiming at capturing online consumers. To measure the success of this strategy in terms of appreciation and usefulness, we conducted a quantitative study with a sample of 204 Algerian social network users. The findings led us to the conclusion that digital storytelling could be a valuable approach to build an online communication strategy.
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    Using Calls To Action As An Inbound Marketing Conversion Practice
    (جامعة الوادي - University of Eloued, 2023-06-30) Meslem, Hanane; Abbaci, Ayoub
    The development of the new inbound marketing approach focusing on the user led to the emergence of several practices aiming at converting visitors into leads. The objective of our study is to examine the role of calls to action in guiding conversion intent among Algerian Internet users. Our sample consists of 216 respondents generated through a quantitative survey via an online questionnaire. The findings of this research show that overall, calls to action constitute a significant conversion opportunity as long as the content and the counterparty have been clearly identified and assigned an importance by the users. However, conversion may go beyond the traditionally known design criteria, additional factors may take place and drive the conversion action