Work

The Impact of Electronic Advertising on Consumer Purchasing Behaviour in Algeria

Year: 2025

Type: article

Abstract: Through this study, we seek to identify the impact of electronic advertising on the purchasing behaviour of the Algerian consumer, and to reach the goal of the study, we designed a questionnaire and distributed it to a sample of 128 people via the Internet, and to process and analyse the data, we used the statistical processing programme SPSS v22. The results of the study confirmed the existence of a positive relationship between electronic advertising in its four dimensions (characteristics of electronic advertising, credibility of electronic advertising, incentives for electronic advertising, content of the advertising message) and the purchasing behaviour of the Algerian consumer.

Source: MANAGEMENT AND ECONOMICS REVIEW

DOI: 10.24818/mer/2025.01-14

Authors: Assia BRAHIMI, Djamila KADRI

Institutions: Higher School of Management of Tlemcen, University of Abou Bekr Belkaïd

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407852078

FWCI:

Cites:

Cited by:

Related to: 10