The impact of electronic advertising on the image of the institution - Balenciaga as a model-

Abstract

     This research seeks to identify the impact of electronic advertising on the image institution, what it leads to improving activating the communication process with target audience to benefite from mistakes in the future. We chose for this purpose the campaign Spring 2023 for Balenciaga cause of negative reactions due to the shocking content included in the images published, reached results, including: The content in electronic advertising must be well studied before confirmation, must be according to the standards of ethics and law so that it does not be shocked; cause digital audience has the pressure of “hashtag”, which made the institution delete what was published on its website as well all pages on social networking and present an official apology.