The contribution of digital communication to business resilience and sustainability. The case of SMEs in the Souss Massa region during the Covid-19 crisis period.

Abstract

The objective of this research is to emphasize the role of digital communication via its various tools to guarantee the continuity of the company's activity during the period of crisis.

Indeed, in recent years, the rise in the number of users of different media, especially social networks, has pushed decision-makers whether in large companies, SMEs or even in cooperatives to thoroughly reconsider their digital communication policy and strategy in order to reach as many customers as possible and adapt to the digital revolution in the world. The Covid-19 health crisis has indeed confirmed to decision-makers the essential role of digital communication tools in guaranteeing the sustainability of these organizations.

This study allows us to answer the following question: How did digital communication contribute to the resilience of companies during the crisis period?

To address this issue, we opted for an interpretative methodological approach. In this perspective, a qualitative research was conducted through semi-directive interviews with the managers of 30 SMEs operating in the Souss Massa region.

The results obtained showed that digital communication via its various tools played a very important role in maintaining the continuity of companies' activity during the quarantine period and effectively participated in achieving their objectives and reducing the impact of the crisis.