مجلة الإستراتيجية والتنمية
Volume 12, Numéro 1, Pages 289-306
2022-01-01
The Impact Of Digital Advertising And Social Media Intensity On Materialism Among Young Algerian Consumers
Authors : Belhadj Tarek .
Abstract
The enormous presence of today consumers on social media gave the opportunity for marketers to promote material consumption culture through this digital space. Previous studies have suggested that materialism is associated with media exposure. However, little research has focused on its relation with the new form of social media. The present study examined the relations between digital advertising exposure in social networking sites, social media intensity and materialism. The study sample included 168 Algerian university students, who were completed a self-administered questionnaire. The data were subjected to Structural Equation Modelling (SEM) with AMOS software, in which path analysis was performed. Both direct and indirect effects between the independent and dependent variables were tested and confirmed.
Keywords
Digital advertising ; social media intensity ; consumption-oriented use ; materialism
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