INVESTIGATING THE IMPACT OF CORPORATE DIGITAL COMMUNICATION ON BRAND REPUTATION AND CONSUMER ENGAGEMENT IN THE AIRLINE INDUSTRY IN MOROCCO: A CASE STUDY

Abstract

In the current era, the rise of digital technologies and online platforms has caused major disruptions in the communication strategies deployed by organizations. As a result, effective digital corporate communication has become essential to establishing and maintaining a strong brand reputation and driving consumer engagement. This qualitative study addresses the impacts of digital corporate communication on brand reputation and consumer engagement in the airline industry sector in Morocco. Adopting a qualitative research methodology, the study conducts semi-structured interviews with communication professionals within the five case study companies, digital marketing specialists and managers responsible for implementing digital communication strategies within airlines based and operating in Morocco. By examining their experiences, the research aims to provide an in-depth understanding of the relationship between digital corporate communications, brand reputation and consumer engagement in this specific context. The findings have practical implications for Moroccan airlines seeking to optimize their digital communication strategies in order to improve their brand reputation and encourage consumer engagement. Furthermore, this research adds to the growing body of literature on digital corporate communication and sheds light on future trends and best practices in this area, particularly for the Moroccan airline industry. This study highlights the crucial importance of digital corporate communication in today's highly competitive business landscape and underscores the need for continued research and development in this area.