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The Impact of Electronic Advertising on Consumer Purchasing Behaviour in Algeria

Author

Listed:
  • Assia BRAHIMI

    (Higher School of Management Tlemcen, LEREMA laboratory, Algeria)

  • Djamila KADRI

    (University Abou Bakr Belkaid, Tlemcen, MECAS laboratory, Algeria)

Abstract

Through this study, we seek to identify the impact of electronic advertising on the purchasing behaviour of the Algerian consumer, and to reach the goal of the study, we designed a questionnaire and distributed it to a sample of 128 people via the Internet, and to process and analyse the data, we used the statistical processing programme SPSS v22. The results of the study confirmed the existence of a positive relationship between electronic advertising in its four dimensions (characteristics of electronic advertising, credibility of electronic advertising, incentives for electronic advertising, content of the advertising message) and the purchasing behaviour of the Algerian consumer.

Suggested Citation

  • Assia BRAHIMI & Djamila KADRI, 2025. "The Impact of Electronic Advertising on Consumer Purchasing Behaviour in Algeria," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(1), pages 189-204, February.
    • Handle: RePEc:rom:merase:v:10:y:2025:i:1:p:189-204
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    More about this item

    Keywords

    Internet; advertising; electronic advertising; purchasing behaviour; Algerian consumer.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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