The impact of social media on purchase decisions in electronic marketing
A field study on a sample of consumers in the Wilaya of Algiers
Keywords:
social media sites, purchase decisions, electronic marketing, consumersAbstract
This study investigates how purchasing decisions in electronic marketing are influenced by social media sites, with a particular emphasis on age and gender disparities. Social media is now a vital tool for communication, information exchange, and product marketing, which has drastically transformed consumer behavior. The purpose of the study is to determine how these platforms impact the purchasing decisions of various demographic groups by analyzing data from 300 Algerian consumers. Considering potential moderating variables, the study employed electronic data collection methods and hierarchical linear regression using SPSS version 24 to thoroughly analyze the association between social media activity and purchasing decisions. The results highlight the influence of social media platforms on customer choices by showing a substantial link between the use of these platforms and purchase decisions. Age and gender differences in the influence show how important demographics are in influencing how customers interact with electronic marketing on social media. Algerian marketers and decision-makers may benefit from these insights, which provide direction on how to better target specific groups with marketing campaigns for increased consumer engagement. In addition, the study contributes to the growing subject of digital marketing by laying the groundwork for future scholarly investigations into how social media influences customer decision-making.
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