مجلة العلوم الإدارية والمالية
Volume 7, Numéro 2, Pages 147-164
2024-01-23

Advertising On Social Media And Its Effect On Influencing Consumer Purchase Intention.



Authors : Chibani Bahi Amar Nazim Abdelmalek . Elbachir Sabrina .

Abstract

The main objective of this paper is to determine the degree of impact of advertising on social media on the formation of customer purchase intention, targeting the Algerian Internet population as the study sample. The choice of e-commerce as the study subject was motivated by its widespread use by the local population. To achieve the study's objectives, a descriptive qualitative approach was used; taking a convenience sample of 154 Algerian internet users, who use different social platforms, such as Facebook, Instagram, tiktok ... Analyses of the results obtained will be carried out using SPSS22 software. The results of this study show that advertising on social media has a positive impact on the formation of purchase intention.

Keywords

Social commerce ; Social media advertising ; e-commerce ; purchase intention

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