أثر الابتكار الإشهاري على السلوك الشرائي للمستهلك : دراسة حالة خدمات شركة الاتصالات الخلوية أوريدو

الملخص EN

This study aims at identifying the impact of advertising innovation on the purchasing behavior of the customers of the services of the cellular communication company Ooredoo.

To achieve this, a questionnaire was designed to collect, analyze and test the preliminary data using the SPSS software, and the study sample was consisted of 86 individuals.

The study concluded many results, namely the impact of the innovation of advertising in the cellular communications company Ooredoo in terms of the essence of the advertising message, the attractiveness of the advertising image, and the credibility of the advertising message on the purchasing behavior of the customer.

The majority of respondents expressed a reservation on the impact of the credibility of the advertising message on the behavior of the purchase.

In light of its findings, a number of recommendations have been made, including the need to reconsider the design of advertising messages in terms of the credibility of the content, and to provide all information about the service, given that they are simple, clear and truthful.