The Impact Of Digital Marketing On Consumer Purchase Decision In The Algerian Telecom Sector Case Study: Atm Mobilis

Résumé: The purpose of this study is to analyze the impact of digital marketing on Algerian consumer decision making process in the mobile telecommunication sector, specifically the national mobile operator: ATM Mobilis. This research is based on survey method, as the questionnaire was administered to a sample of 250 individual and the response rate was 88% or 220 respondents. After statistical processing and testing hypotheses, the findings of the study revealed that digital marketing has an impact on consumer decision making process with a more influential impact on information research stage, evaluation of alternatives and the purchase stage. As a result, businesses need to incorporate digital marketing strategies that reach out consumers in the right places at the right moments that most influence their decisions.

Publié dans la revue: مجلة الدراسات المالية والمحاسبية والإدارية