Les effets de la publicité électronique sur l'orientation du consommateur : étude sur le cas de l'entreprise Mobilis Oran

Abstract

The 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