Browsing by Author "El-Moffock, Nabila"

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    The Impact of digital marketing on consumer purchase decision in the Algerian telecom sector case study: atm mobilis
    (University of Oum El Bouaghi, 2021-06-30) El-Moffock, Nabila
    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.