15. AI-POWERED CONTENT CREATION AND ITS IMPACT ON BRAND IMAGE: A STUDY OF MOROCCAN TELECOMMUNICATION OPERATORS

The study investigates how AI-based content creation affects brand image in the Moroccan telecommunications industry, focusing on Inwi and Maroc Telecom as case studies. The study demonstrates through quantitative analysis that consumers respond positively to both authentic content and diverse content formats, which results in increased trust and loyalty. The research demonstrates that companies can enhance their marketing efforts through AI tools, which help them create content and identify target audiences and distribute their materials. Telecommunication operators need to develop both authentic content strategies and invest in AI-powered analytics to stay competitive and enhance their brand presence in the constantly changing market

Derhy, Ghita; HAMIDI, LALLA SAADIA

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58190

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58190