Abstract
With the rapid growth of social media and the increasing volume of data generated online, Moroccan companies face both significant opportunities and major challenges in leveraging Big Social Data. This exploratory study aims to examine the extent to which Moroccan companies integrate Big Social Data into their marketing strategies while identifying the opportunities they derive from its use and the obstacles they encounter. The findings reveal that, despite maintaining an active presence on social media platforms, the exploitation of Big Social Data remains limited, primarily due to technological complexity and a shortage of specialized skills. In response to these constraints, the study broadened its scope to include Big Data through a mixed-methods approach combining a survey of medium-sized and large enterprises with interviews conducted with marketing managers. The results highlight three major findings: Big Data is an emerging reality for large companies, it represents a significant opportunity for enhancing marketing strategies, and its implementation remains challenging. The article concludes by proposing practical recommendations to encourage the adoption of Big Data and optimize the marketing strategies of Moroccan companies.
Recommended Citation
Kissi, Leila and BENOMAR, Hasna
(2026)
"The Impact of Big Social Data on Optimizing the Marketing Strategies of Moroccan Companies: Opportunities and Challenges,"
Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 31:
Iss.
1, Article 10.
https://doi.org/10.66499/2665-7112.1625
Available at:
https://scholarhub.univh2c.ma/remadeg/vol31/iss1/10
DOI
10.66499/2665-7112.1625