أثر الترويج بالمؤثرين عبر وسائل التواصل الاجتماعي على اتخاذ قرار الشراء دراسة عينة من رواد مواقع التواصل الاجتماعي من ولاية المدية

Abstract

The study aimed to highlight the impact of promotion by influencers through social networking sites in achieving the purchase decision. The spoken word, the influencers’ advertisements about the brand, the influencers’ experiences and uses of the brand) and 350 lists of questionnaires were distributed to a sample of social media pioneers in the state of Medea. The study found: - Promotion by influencers through social networking sites contributes to making a purchase decision. - There is a statistically significant effect at the significance level of 0.05 for the dimension of awareness of the importance of social networking sites on the purchase decision. - There is a statistically significant effect at the 0.05 level of the electronically spoken word dimension on the purchase decision. -There is a statistically significant effect at the significance level of 0.05 for the dimension of the influencers' advertisements about the brand on the purchase decision. -There is a statistically significant effect at the significance level of 0.05 for the dimension of experiences and uses of the brand by influencers on the purchase decision. -There is a statistically significant effect at the significance level of 0.05 to promote influencers through social media on making a purchase decision - There are no statistically significant differences at the level of significance of 0.05 between the answers of the study sample members due to the gender variable. - There are no statistically significant differences at the level of significance of 0.05 between the answers of the study sample members due to the age variable. - There are no statistically significant differences at the level of significance of 0.05 between the answers of the study sample members due to the variable of family status - There are statistically significant differences at the level of significance 0.05 between the answers of the study sample members due to the educational level variable. - There are statistically significant differences at the level of significance 0.05 between the answers of the study sample members due to the job variable. - There are no statistically significant differences at the level of significance 0.05 between the answers of the study sample members due to the income variable.