The Impact of Social Media on the Elements of the Marketing Mix

Abstract

This study aims to highlight the impact of social media (ease of use, information accuracy, and information efficiency) on marketing functions, specifically the elements of the marketing mix (product, price, promotion, and distribution) in medium and large-sized Algerian industrialenterprises. A questionnaire wasutilized as the primary data collection tool, targeting marketing managers and officials in a conveniencesampleconsisting of 53 medium and largesizedindustrialenterprises. A total of 70 questionnaires weredistributed, of which 60 wereretrieved, yielding a response rate of approximately 85.7%. The data werestatisticallyanalyzedusing SPSS software (version 22). The finding reveal a significant impact of social networking sites—represented by ease of use, information accuracy, and information efficiency—on the elements of the marketing mix in medium and large Algerian industrialenterprises. Furthermore, the resultsindicatethat social networking sites influence all components of the marketing mix. The studyrecommendsthatAlgerian industrialenterprisesincorporate social networking sites as a fundamental part of their marketing strategies to enhancetheiroveralleffectiveness and competitiveness.