L’impact du marketing digital sur le comportement d’achat du consommateur : cas de la boutique en ligne Jumia Algérie

Abstract

The world has changed, society has evolved, the advent of digital has changed our habits and our life style. This evolution has upset the notions of traditional marketing, today we talk more about digital marketing where companies run their advertisements on television channels or through newspapers and urban billboards. The modern consumer is more and more demanding, he demands that we produce what he wants to consume, he sees himself as an actor in the production chain. These conditions have made it more profitable for companies to retain their customers than to find new ones. This study generally aims to study the impact of digital marketing on the purchasing behavior of the consumer in the digital age case of Jumia dz, where we established the theoretical approach in the first and the second chapter, then the empirical approach. which defines the study at the economic Marco level in the ranking of digital marketing in Algeria compared to other countries; using the xl-stat 2020 program and the Smart PLS3 program for a sample of 100 Jumia site users.