قياس تأثير الإعلانات الإلكترونية على السلوك الشرائي لطلاب و طالبات المرحلة الجامعية عبر تطبيق سناب شات

Abstract EN

Measuring the impact of electronic advertising on the purchasing behavior of undergraduate students through Snapchat
This study aims to measure the impact of Snapchat ads on consumers' purchasing behavior, factors that affect their level of interest and the factors used in Snapchat ads that contribute to creating their purchasing desire, and how they affect purchasing behavior, where the study relied on the descriptive analytical curriculum and the sample of the study was selected from students of um al-Qura University from different levels of education for those who use the application of Snapchat.

The results of the research showed that the response of sample members to a measure of the impact of Snapchat ads on purchasing decision was high.