(جامعة الوادي - University of Eloued, 2024-01-23) Chibani Bahi Amar, Nazim Abdelmalek; Elbachir, Sabrina
The main objective of this paper is to determine the degree of impact of
advertising on social media on the formation of customer purchase intention, targeting the
Algerian Internet population as the study sample. The choice of e-commerce as the study
subject was motivated by its widespread use by the local population. To achieve the study's
objectives, a descriptive qualitative approach was used; taking a convenience sample of 154
Algerian internet users, who use different social platforms, such as Facebook, Instagram,
tiktok ... Analyses of the results obtained will be carried out using SPSS22 software. The
results of this study show that advertising on social media has a positive impact on the
formation of purchase intention
