The impact of digital marketing on consumer purchase decision in the Algerian telecom sector : case study : ATM Mobilis

Abstract EN

The purpose of this study is to analyze the impact of digital marketing on Algerian consumer decision making process in the mobile telecommunication sector, specifically the national mobile operator: ATM Mobilis.

This research is based on survey method, as the questionnaire was administered to a sample of 250 individual and the response rate was 88% or 220 respondents.

After statistical processing and testing hypotheses, the findings of the study revealed that digital marketing has an impact on consumer decision making process with a more influential impact on information research stage, evaluation of alternatives and the purchase stage.

As a result, businesses need to incorporate digital marketing strategies that reach out consumers in the right places at the right moments that most influence their decisions.