مجلة الدراسات المالية والمحاسبية والإدارية
Volume 8, Numéro 2, Pages 892-911
2021-06-30
Authors : El-moffock Nabila .
The purpose of this study is to analyze the impact of digital marketing on Algerian consumer decision making process in the mobile telecommunication sector, specifically the national mobile operator: ATM Mobilis. This research is based on survey method, as the questionnaire was administered to a sample of 250 individual and the response rate was 88% or 220 respondents. After statistical processing and testing hypotheses, the findings of the study revealed that digital marketing has an impact on consumer decision making process with a more influential impact on information research stage, evaluation of alternatives and the purchase stage. As a result, businesses need to incorporate digital marketing strategies that reach out consumers in the right places at the right moments that most influence their decisions.
consumer purchase decision ; digital consumer behavior ; digital marketing ; digital tools ; Internet
بوسالم أحلام
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عابد يوسف
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ص 117-132.
Yahia Zeghoudi
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pages 74-88.
فاطيمة الزهراء ابن سيرود
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فيصل توامي
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ص 40-54.