مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 2, Pages 298-315
2024-06-20

Commercial Advertising Algorithms And Guiding Algerian Consumer Behavior Through Social Media -study On A Sample Of Tiktok Users In Algeria-



Authors : Ramzi Djaballah . Khouloud El Bekri Abdelkader .

Abstract

This study aims to learn about the role played by commercial advertising algorithms, which are one of the main means used by companies to communicate with potential customers in guiding Algerian consumer behaviour by repeatedly highlighting some information and marginalizing others, which in turn hampers the consumer's media know-how process and directs its consumer behaviour towards a particular angle, In this study, we relied on the sample-style survey curriculum in an attempt to describe and analyze the phenomenon by distributing a questionnaire to more than 200 TikTok users. We have reached a series of findings, the most important of which is that algorithms play a significant role in influencing the consumer decision of the studied sample, The results also confirmed that algorithms guide consumers' electronic commercials in an unfair manner and thus control bias in the spread of such advertisements And algorithms depend on some of the principles of mental effectiveness and to satisfy the desires of consumers, making it easier for them to interact and be influenced by these ads spread in tikTok.

Keywords

algorithms; commercial advertising; consumer behaviour ; Algerian consumer ; Tik tok

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