Master
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Item تأثير محتوى الإعلان في مواقع التواصل الاجتماعي على سلوك المستهلك الشرائي دراسة حالة الإعلان الممول على فيسبوك(Ecole Superieure De Managment Tlemcen, 2023-11-09) سخ ا روي سماحWith the advent of digital marketing, companies and organizations reaching consumers has turned into a complex challenge. The traditional methods and techniques that marketers relied on are no longer as effective, and their results are no longer guaranteed in addition to their high costs. For this reason, electronic advertising, especially sponsored advertising on social media sites, has become a modern and effective means in the world of advertising and promotion. I chose this topic to explain its impact on consumer behavior. This research aims to clarify the concept of sponsored advertising, its advantages, types, techniques used in it, and its elements. In addition, the research focuses on the most important factors that can affect consumer purchasing behavior, as well as the relationship of sponsored advertising and its elements to consumer behavior. The study was conducted on a sample of 200 consumers, with the aim of applying the results that were reached theoretically to the practical side, using multiple regression based on the Statistical Package for the Social Sciences (Spss) program. This study concluded that there is a statistically significant effect of the advertising text on consumer purchasing behavior and There is also a statistically significant effect of the advertising image in the sponsored advertisement on Facebook on consumer purchasing behavior, and thus the validity of the proposed hypotheses has been proven. These results highlight the importance of advertising on social media sites in interacting with consumers and directing them towards purchasing decisions. It also shows the importance of allocating marketing efforts to understand the needs of consumers and providing the information they are looking for, and the importance of enhancing the electronic presence on social media and content creation sites to gain a larger market share.Item أثر التسويق الرقمي على رضا الزبون د ا رسة حالة اتصالات الج ا زئر– وكالة بني صاف، عين تيموشنت(Ecole Superieure De Managment Tlemcen, 2022) بقادة بن شعايب بوسيفThis study aimed to identify the impact of digital marketing on customer satisfaction in Algérie Telecom - Agence commercial Beni Saf, Ain Temouchent, by studying the digital marketing tools represented in the website, social networks and mobile phone and impact of these tools on customer satisfaction, and to achieve this For this, a questionnaire was used consisting of 29 sentences distributed over a sample of 120 customers at Algérie Télécom - Agence Beni Saf, and the Statistical Package for Social Sciences (SPSS ) V25 was used to analyze the data and test the study hypotheses, and the study concluded that there is a significant impact of digital marketing tools on customer satisfaction