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 Les effets de la publicité électronique sur l'orientation du consommateur : étude sur le cas de l'entreprise Mobilis Oran(école superieure de managment tlemcen, 2020) YACHBA WafaThe objective of this research to clarify and measure the effect of electronic advertising on consumer behavior. To do this, we have conducted a quantitative study on a sample of 105 people of Mobilis. Results indicate that the effects of the Mobilis company's advertisements differ from one individual people to another depending on their individual characteristics. They show also that the advertising campaign developed by the company has a real influence on consumer behavior