أثر التسويق عبر محركات البحث في تطوير استراتيجية الترويج الدولي - دراسة حالة شركات الصناعات الغذائية الجزائرية المصدرة-

Abstract

This studyaimed to explore one type of e-marketing, thatisSearch Engine Marketing, and to highlight its impact on developing international promotion strategie for Algerian exportingfoodindustrycompanies, both free and paid. To achievethis goal, a descriptive-analyticalmethodwasemployed, and a questionnaire wasdesigned as a tool for collecting the necessary information. This questionnaire wasadministered to 155 individuals, representing the entire population of the study, whichconsisted of all exportingfoodindustrycompanies in Algeria. To validate the hypotheses, a set of statisticalmethodswasusedwith the SPSS program. The resultsconfirmedthatsearch engine marketing has an impact on developing international promotion strategies for the companiesunderstudy. Therefore, thesecompaniesshouldadoptthis type of electronic marketing, especially the paidkind, and ensureregular updates of theirwebsites on search engines.