The Role of Information and Communication Technology in Supporting Marketing Creativity at Algerian Telecommunications Corporation Ouargla

Abstract

This study aims to understand the role that Information and Communication Technology
(ICT) plays in supporting marketing creativity at the Algerie Telecom Corporation in Ouargla. The
importance of this study lies in identifying the relationship between ICT and marketing creativity
within the institution. The study adopted a descriptive-analytical approach, and a purposive sample
of 50 employees was selected، the hypotheses were tested using statistical methods provided by the
SPSS_23 program, relying on means, standard deviations, correlation coefficients, and regression
analysis، the study found variations in the dimensions of ICT in terms of their priorities. the results
also showed a strong positive correlation (82.9%) between the ICT dimensions (hardware and
software, information systems and databases, communication networks, and requirements for using
ICT) and the dimensions of marketing creativity (research and development, marketing information
base, and work environment). The study concluded that ICT plays a significant role in enhancing
marketing creativity within the organization.