الصورة الإعلانية و أثرها على قرارات الشراء لدى المستهلكين : دراسة ميدانية لمشتركي شركة سوداني للاتصالات-السودان أغسطس 2020-أغسطس 2021

الملخص EN

This study seeks to measure the impact of the image on consumers' purchasing decisions.

the image bears a psychological effect on consumers' decisions and their desires to push them towards completing the traditional and digital communication and purchase processes over the internet.

with the increased interest in the advertising image used in organizational proclamation processes and the emergence of terms such as “photo reading” and “image authority” the advertising image was adopted as an essential commercial and informational marketing method and guiding public opinion through various communication sites.

the applied study in this research was conducted using the image in the Sudanese telecom company's advertisements and its ability to increase the audience information.

among Sudani telecom subscribers in Khartoum, the study followed the descriptive and analytical approach, where the study sample consisted of (191 individuals).

the results revealed statistically significant differences in the extent of approval of using the image in the company's advertisements on social media to increase its information and interest in its services.

the study recommended the certainty of keeping pace with updating the Sudanese communications authority laws, adopting the advertising messages, focusing on their content, and increasing its view to the public by considering the demographic characteristics and its relation to the advertising image.

such recommendations will direct the public's information and influence their trends and purchasing decisions by searching ; why the consumer pushes to deal with more than one company that provides the same communication service.