فاعلية الإعلانات الإلكترونية في تحفيز السلوك الشرائي لدى لمستهلك اليمني

Abstract EN

The main objective of this research is to measure and monitor the effectiveness of electronic advertising In stimulating the buying behavior of the Yemeni consumer, through the stages of behavioral response according to the AIDA model (attention - interest - desire - action), as well as identifying the impact of emotional and mental appeals persuasion in electronic ads in motivating the consumer to make a purchase decision.

This research comes within the descriptive research, as the researcher used the electronic questionnaire as a main tool in collecting data, of the sample available from Internet users consisted of 204 respondents.

The study found a number of conclusions, most notably the existence of there is a difference in the impact of the AIDA model behavioral response, as the study sample focused on the third stage of desire and then the fourth stage of action, while their attention in the two stages of attention, And interest.

The results revealed that mental appeals was more effective on the Yemeni consumer than emotional appeals in electronic advertising.