دور الإعلانات الرقمية في تعزيز القيمة المدركة للزبائن فندق بيازيد -سطيف

Abstract

This study aimed to examine the role of digital advertising in enhancing the perceived value of customers at Bayazid Hotel in Setif, across all its dimensions: functional value, price value, emotional value, and social value. Data were collected through a questionnaire administered to a sample of 132 respondents. The findings revealed a statistically significant positive relationship between digital advertising and all dimensions of perceived value, with varying degrees of influence across dimensions; the strongest effect was recorded on functional and emotional value, while the weakest was observed on price value. The study also found no statistically significant differences in respondents' perceptions attributable to demographic variables (gender, age, or educational level), indicating a high degree of homogeneity among the sample. Based on these results, the study recommends that Bayazid Hotel invest in professional visual content production, strengthen digital interaction with customers, and revisit its advertising messages regarding pricing clarity and social prestige positioning.