التسويق الإلكتروني عبر وسائل التواصل الاجتماعي و تأثيره على السلوك الشرائي للمستهلك : دراسة عينة من مستخدمي شبكات التواصل الاجتماعي في الجزائر

الملخص EN

This research aimed to measure the impact of e-marketing via social media on consumer buying behavior, from a sample of social media users in Algeria.

Using e-survey (n=256) which delivered in Facebook, the results have shown that there is a significant positive impact of social media marketing on each dimension of purchase decision process.

Moreover, the results have revealed that the alternative evaluation has the highest impacts, and so the e-WOM has a significant importance in social media networks as it has crucial effects.

Furthermore, social media users are affected by other users’ recommendations, whether in posts, comments, or page of products and companies reviews on social media.

These papers call for deep knowledge about consumer purchasing behavior in social media, especially the digital groups’ effects, in order to contribute to expand and develop social media marketing methods.