Exploring the Impact of Digital Marketing on Consumer Buying Behavior

Abstract

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