The Impact of benchmarking on corporate advertising in the social media landscape : case study: NCA-Rouiba from march the 1st to may the 15th, 2024

Abstract

This research explores how benchmarking influences NCA-Rouiba's corporate advertising on social media. By deploying a single case study design and qualitative methods including documentation and interviews, we uncovered the motivations, practices, challenges and adaptations associated with the use of benchmarking in corporate advertising on social media. Key findings revealed that NCA-Rouiba's primary objectives for benchmarking are to garner competitive advantage, strengthen its corporate image and increase engagement rate on social media platforms. Benchmarking practices include analysing competitors' social media activities, and integrating their successful practices into NCA-Rouiba's own strategy. Challenges identified include the budget constraints and prioritization of product-focused advertising. The dissertation concludes with strategic and operational recommendations as well as an action sheet to guide NCA-Rouiba in navigating the competitive landscape of social media.