Digitalization, tool of digital marketing: Quantitative analysis and econometric modeling of business perceptions in the Casablanca-Settat region

Abstract

Abstract

This article aims to study the factors influencing the territorial attractiveness of the Casablanca-Settat region, with a particular focus on the role of digitalization as a key element of digital marketing. We conducted a quantitative study with a sample of 385 companies in the region, selected from an initial database of 15,000 companies. A detailed questionnaire was developed to gather companies' perceptions regarding various aspects of territorial attractiveness, highlighting the impact of digitalization as well as other relevant factors. Data analysis was performed using logistic regression, which includes univariate descriptive analysis to describe the characteristics of each variable, as well as multivariate descriptive analysis to explore the relationships between these variables. The results show that digitalization plays a crucial role in enhancing the region's image by facilitating access to information, optimizing the efficiency of public services, and creating a more favorable environment for innovation and economic development.