دور الإعلان الابتكاري في اتخاذ القرار الشرائي: دراسة عينة من مستخدمي شبكة موبيليس بعنابة

الملخص EN

This study aimed to identify the impact of advertising innovation on stimulating the purchasing decision in its various stages and find out how this innovation can change and build new buying habits and attitudes the study was conducted on a sample of internet users in the state of Annaba who saw the fourth generation ads for mobilis service.

the questionnaire was designed for this purpose, and it was distributed to a sample of 70 randomly distributed individuals, a sample of 70 items were distributed randomly and were processed using SPSS v25 statistical package for social sciences.

the study concluded that there is a positive and high statistically significant impact of advertising innovation on the purchasing decision-making process of the consumer for mobilis, Annaba province.