Kiyinda Makela

This thesis analyzes the impact of YANGO RDC’s digital marketing on the behavior of Kinshasa’s consumers. The study takes place in a context where digital technologies are profoundly transforming purchasing and consumption habits. As an online order-based transport platform, YANGO RDC uses various digital communication tools to position itself in a rapidly changing urban market. The aim of this work is to understand how these digital strategies influence brand perception, service usage decisions and customer loyalty in Kinshasa. Through a survey of a sample of consumers and a theoretical analysis based on persuasive communication, the study highlights the attraction and conversion levers used by YANGO. It also shows the importance of brand image, targeted digital content and user experience in building favorable behavior. The report provides practical recommendations for service companies wishing to exploit the full potential of digital marketing in the Democratic Republic of Congo.