تأثير محتوى الإعلان في مواقع التواصل الاجتماعي على سلوك المستهلك الشرائي دراسة حالة الإعلان الممول على فيسبوك

Abstract

With 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.