Revue des Economies financières bancaires et de management
Volume 13, Numéro 1, Pages 668-686
2024-04-30

The Impact Of Digital Marketing Channels On Consumer Purchasing Decisions: A Case Study Of Apple Smartphone Users In Algeria



Authors : Filiachi Alaa Eddine . Brahimi Farouk .

Abstract

Abstract: The study aims to determine the impact of various digital marketing channels on the purchasing decisions of Apple smartphone users in Algeria. A random sample of iPhone customers in Algeria was taken, and an electronic questionnaire was designed to collect data. The SPSS program was utilized to present and analyze the results. The study concludes that digital marketing channels have an impact on the purchasing decisions of Apple users in Algeria, although their influence varies.

Keywords

Digital Marketing ; Purchase Decision ; Digital Marketing Channels

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