Browsing by Author "Tamma Elhachemi"

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    Exploring the Impact of Digital Marketing on Consumer Buying Behavior
    (University of Eloued, 2024-11-27) Maamri abdelkamel; Djedid Abdelkrim; Tamma Elhachemi
    This study examines the impact of digital marketing on consumer buying behavior in Algeria, focusing on purchase intentions, brand loyalty, and trust. With 64% internet penetration and over 25 million social media users, Algeria offers significant opportunities for digital marketing. However, challenges such as limited e-payment adoption, infrastructural gaps, and low digital literacy hinder growth. Using a case study approach, the research highlights social media’s role in driving awareness and decision-making while identifying barriers like distrust in online payments. The study recommends trust-building measures, localized strategies, and enhanced infrastructure to optimize Algeria’s digital marketing potential and foster economic growth