تاثير قنوات التسويق الرقمي في اتخاد قرارالشراء لدى المستهلك

Abstract

This study aimed to determine the impact of digital marketing channels on the purchasing decision-making process of smartphone users in Algeria by examining two main variables: digital marketing channels as the independent variable measured across seven key channels—website marketing, search engine marketing, email marketing, social media marketing, influencer marketing, content marketing, and mobile marketing. The dependent variable purchasing decision, was assessed based on the five stages of consumer decision-making: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior .To achieve the study's objectives a questionnaire was designed and distributed electronically to a sample of smartphone users in Algeria through social media pages and groupsة Data collection ceased after a sufficient number of responses were received resulting in a total of 1,000 responses . F