المؤثرون عبر مواقع التواصل الاجتماعي : دراسة لواقع تأثيرهم على السلوك الشرائي للشباب الجزائري : دراسة ميدانية بولاية قسنطينة

الملخص EN

The current era has witnessed a great intensification of competition between various institutions active in the same economic field, which led to the diversity of products and services and the multiplicity of ways they were presented to consumers, which prompted them to provide various incentives and promises to win this audience, thus sending many messages and content through advertisements broadcast across various communication and media means.

in light of the increase in users of social networking sites and the change in methods of communication with the public, and the emergence of what is known as content makers, influencers who have many followers who are influenced by and imitate them, it was necessary for institutions to take advantage of this feature to persuade and influence consumers by promoting their products through them, and attracting their attention towards the services provided by the institution, in an attempt to arouse their interest and attract their attention towards what it offers, and thus work to influence their behavior and push them to make a decision to deal with the institution.

in this context, this study aims to identify the reality of the impact of content makers through social networking sites on the purchasing behavior of Algerian youth.