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تأثير التسويق الرقمي للعلامة التجارية عبر وسائط التواصل الاجتماعي على نية شراء المستهلكين دراسة حالة العلامة التجارية أوريدو

Guerrache Mohamed /  Foudou Mohamed /  Ayad Saleh

Abstract: The study aims to analyze how digital advertising as social media marketing activity affects brand awareness and consumers buying intent. For this purpose, we used a digital questionnaire on the fan page of the brand Ooredoo. This was analyzed by the modeling of partial least-squared structural equations (PLS-SEM). The results proved that consumers’ perception of digital advertising positively affects the brand’s positive perception and enhances their intentions make a purchase decision. The results proved that the inconvenience of consumers as a negative perception result of digital advertising will affect their view of the brand and discourage buying intentions.

Keywords: Digital Marketing; Social Media; Brand Perception; Buying Intent.

Jel Classification Codes: M3, M31, M37