Evaluating The Effectiveness Of E-marketing Tools Within The E-marketing Mix Based On Algerian

Abstract

The purpose of this study is to evaluate and identify which e-marketing tools within their respective e-marketing mix elements are most effective according to Algerian Airlines’ customers. Using a quantitative approach, primary data were collected from customers who booked flights via the airline’s official website or mobile application, resulting in 128 valid responses. The findings reveal notable variations in the perceived effectiveness of e-marketing tools across different mix elements, identifying both the most effective tools and those that were less effective, with tools ranked accordingly.