Digital transformation of audit firms by social networks: Case of KPMG

Abstract

In Morocco, new advertising investments and a reorganization of this market have taken place in recent years. To keep pace with this new trend, technological innovations are closely following the evolution of media consumption to offer Moroccan companies more and more solutions that will enable them to be close to their targets; social networks, geolocation ... The objective of this article is to establish an inventory of the policy of media coverage used by Moroccan companies at the moment. We chose a case study of the audit firm KPMG Morocco, focusing on various aspects of recruitment, firm news, events ... during 2015 and 2016.