Journal of Management and Economic Sciences
Volume: 08 / N°: 02 (2024), p 372-385
Prospects
The impact of electronic advertising on shaping consumer-purchasing
behavior: a case Study
L'impact de la publicité électronique sur la formation du
comportement d'achat des consommateurs : étude de cas
Lynda Bouzeroura *1
1
Mohamed EL Bachir EL Ibrahimi University of Bordj Bou Arreridj, Algeria,
[email protected] Received: 21/09/2024 Accepted: 12/12/2024 Published: 19/12/2024
Abstract:
This article examines how electronic advertising influences consumer
purchasing decisions. nearly all organizations use electronic ads, which
significantly affect consumer attitudes. The study explores the impact of
electronic advertising and its theoretical concepts, employing a descriptive
analytical approach with a sample from Bordj Bou Arreridj University. data
was collected through a questionnaire administered to 100 respondents,
revealing a statistically significant relationship between electronic
advertising and purchasing decisions.
Keywords: electronic advertising, consumer
Jel Classification Codes: D12, L86, D91.
1. INTRODUCTION:
In the digital age, electronic advertising has emerged as a key
marketing tool for companies to reach target audiences. The rapid
advancement of technology and social media has shifted advertising
strategies from traditional methods to innovative digital approaches,
significantly influencing consumer behavior and purchasing decisions.
Electronic advertising affects consumer preferences through targeted
messaging and data-driven insights. It enhances brand awareness and
consumer engagement, facilitating quicker purchasing decisions.
1.1 Research Problem :
This study addresses the question:
* Corresponding author
Lynda Bouzeroura
how does electronic advertising impact consumer purchasing decisions?
Sub-questions include the definition and types of electronic advertising, the
concept of purchasing decisions, and the relationship between the two.
1.2 Hypotheses :
• There is a significant relationship between the type of electronic
advertising and purchasing decisions.
• The content and characteristics of electronic advertising significantly
influence purchasing decisions.
• The nature of the site displaying electronic ads affects purchasing
decisions.
• There is a significant effect of electronic advertising on purchasing
decisions.
1.3 Objectives of the Study :
• identify modern promotional techniques.
• understand techniques used in electronic advertising.
• highlight requirements for enhancing electronic ad quality.
• analyze the stages of the purchasing decision and influencing factors.
identify key elements consumers seek in electronic ads.
1.4 Methodology :
This study employs a deductive approach with descriptive analysis to build a
theoretical foundation, alongside an inductive approach for case study
analysis.
2. Electronic Advertising :
2.1 Definition of Electronic Advertising :
There are numerous definitions of electronic advertising, including the
following:
Mohamed Ahmed Abu Al-Qasim describes electronic advertising as: "The
information made available to the public via the internet regarding products
and services of an advertising nature, as long as we aim to encourage those
visiting the site to purchase these products and services." (Al-Qasim, 2000,
p. 110)
Another definition states: "The advertisement that is conducted through
electronic means, with the internet being the foremost of these methods. This
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The impact of electronic advertising on shaping consumer-purchasing behavior
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type of advertising is characterized by flexibility and low costs compared to
traditional methods, as well as rapid dissemination, a wide geographic reach,
the ability to precisely target specific segments, and the use of multimedia
such as sound, video clips, and animations." (Laqab, 2001, p. 157)
Salama (2007, p. 23) adds: "It is any advertisement that utilizes information
and communication technology to establish a virtual or electronic connection
between the product and the consumer, whether through the internet or
various other networks.
From these definitions, it can be deduced that electronic advertising is a
modern form of advertising that relies on information and communication
technology, with the internet as a primary medium. It encompasses all
electronic forms, including digital billboards, mobile phones, computers, and
more.
2.2 Types of Electronic Advertising :
Electronic advertising can be categorized into two main types: (Lounis, 2007,
p. 40)
• Internet Advertising: Includes various forms encountered while
browsing, such as banners, sponsored content, and pop-up ads.
• Offline Electronic Advertising: Utilizes simpler methods like
Bluetooth ads, MMS, and SMS to reach specific consumer segments,
despite its limited technological scope.
3. Nature of Purchasing Decisions :
Understanding consumer purchasing behavior is crucial for business success,
as it determines a company's ability to meet consumer needs. Identifying how
consumers make purchasing decisions and the influencing factors helps
businesses tailor their strategies effectively.
3.1 Definition of Final Consumer Behavior :
Hizam (2008, p. 133) defines it as: "The actions of individuals directly related
to the acquisition and use of economic goods and services, including the
decision-making process that precedes and determines these actions."
Alternatively, it can be defined as: "The direct actions and behaviors of
individuals to acquire a good or service, which include making purchasing
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decisions."
Based on these definitions, consumer behavior can be described as a set of
actions displayed by individuals or organizations before, during, and after
purchasing a product or products, aiming to satisfy various needs and desires.
3.2 Factors Influencing Final Consumer Behavior :
Several factors influence consumer behavior, including: (Lounis, 2007, p. 65)
Social Factors: Culture, social class, reference groups (primary and
secondary), and family influences.
Personal and Psychological Factors: Age, occupation, lifestyle, motivations,
learning, attitudes, and perceptions.
3.3 Stages of the Purchasing Decision Process :
Consumers typically follow several stages when making purchasing
decisions: (Yaqoub, 2004, p. 14)
• Problem Recognition: Triggered by unmet needs.
• Information Search: Consumers seek information to identify suitable
products.
• Evaluation of Alternatives: Assessing options based on gathered
information.
• Purchase Decision: Selecting the option that offers the highest
satisfaction.
Post-Purchase Evaluation: Analyzing satisfaction based on the product's
performance COMPARED TO EXPECTATIONS. (Hughes, 2003, p. 12)
4. Relationship Between Electronic Advertising and Consumer
Purchasing Decisions: (Al-Moussawi, 2012, p. 26)
4.1 Influences and Effects of Electronic Advertising Electronic
advertisements significantly influence purchasing decisions through
artistic and psychological elements. THE KEY FACTORS INCLUDE:
(Al-Bakri, 2009, p. 237)
• Images and Graphics: Visually appealing designs attract attention and
generate interest.
• Color Choices: Effective color selection enhances engagement and
product appeal.
• Text: Clear and relevant promotional messages resonate with target
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The impact of electronic advertising on shaping consumer-purchasing behavior
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audiences.
4.2 Positive and Negative Effects of Electronic Advertising (Omar, 2006, p.
61)
Positive Effects: Electronic advertising can educate consumers, protect
against fraud, ensure product quality, and present a variety of options.
Negative Effects: it may also propagate values and behaviors that clash with
consumer ethics, potentially leading to psychological and social pressures
due to aggressive marketing tactics.
5. Field Study:
To achieve the study's objectives, the research questionnaire was divided into
two main sections:
• Section One: contains personal and professional characteristics (e.g.,
gender, age, educational qualification, job title, etc.).
• Section Two: dedicated to the questionnaire statements, consisting of 19
statements divided into four axes, as follows:
• Axis One: Includes statements related to the type of advertisement,
consisting of 4 statements.
• Axis Two: Includes statements related to the characteristics of the
advertisement, consisting of 6 statements.
• Axis Three: Includes statements related to the nature of the site,
consisting of 5 statements.
• Axis Four: Includes statements related to the purchase decision,
consisting of 4 statements.
5.1. Reliability of the Study Tool:
To test the reliability degree, we calculated the cronbach's alpha coefficient,
which indicates the consistency of the measure and assesses the validity of
the sample. The results of the Cronbach's Alpha test for the axes are presented
in the following table:
Table 01: Cronbach's Alpha Coefficients for the Questionnaire Axes
Cronbach's Cronbach's
Axis Statements Statements
Alpha Alpha
Axis One: Electronic 15 73.0% 19 74.6%
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Lynda Bouzeroura
Cronbach's Cronbach's
Axis Statements Statements
Alpha Alpha
Advertising
Axis Two: Purchase Decision 04 60.8%
Source: Prepared by the researcher based on SPSS outputs.
From the table above, we notice that axis one consists of 15 statements, with
a cronbach's alpha value of 73.0%. axis two has a value of 60.8%, and the
overall cronbach's alpha for all axes is 74.6%, which is considered a good
percentage. This reliability can be attributed to the diversity of the selected
population, including elements with different natures and thought processes
(e.g., students, workers, and university professors). Generally, this
percentage is acceptable compared to the benchmarks suggested by
researchers.
therefore, it can be concluded that the study tool is reliable and its results can
be generalized, as it meets the minimum threshold recognized in social
sciences, which is 60%.
Regarding the response method, a five-point likert scale was used, and the
data were processed using spss software. The following figure illustrates how
the Likert scale was divided.
Table 02: Likert Scale Scores
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
[1 – 1.8] [1.81 – 2.6] [2.61 – 3.4] [3.41 – 4.2] [4.21 - 5]
Source: Prepared by the researcher based on SPSS outputs.
5.2. Analysis of Questionnaire Axes:
• First: Analysis of Statements Related to the Type of Advertisement
Table 03: Means and Standard Deviations of the Sample's Responses Regarding
Type of Advertisement Statements.
Standard Acceptance
No. Statements Mean
Deviation Level
Clear electronic advertisements are the
01 4.42 0.6380 High
best
02 Targeted electronic advertisements are 4.40 0.7910 High
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The impact of electronic advertising on shaping consumer-purchasing behavior
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Standard Acceptance
No. Statements Mean
Deviation Level
the best
Concise electronic advertisements are
03 4.04 1.044 High
the best
Animated electronic advertisements are
04 3.88 1.037 High
the best
Overall Mean for Type of
4.19 0.580 High
Advertisement
Source: Prepared by the researcher based on SPSS outputs.
From the table above, it is clear that there is a high level of agreement on all
statements regarding the type of electronic advertisement among the sample
participants. this is reflected in a weighted mean of 4.19 and a standard
deviation of 0.580. Additionally, there is a high level of agreement on all
statements related to the variable, which falls within the high-value range
[3.5-5], according to the study's scale.
• second: analysis of statements related to the characteristics and content
of electronic advertisements
Table 04: Means and Standard Deviations of the Sample's Responses Regarding
Content and Characteristics of Advertisements.
Standard Acceptance
No. Statements Mean
Deviation Level
Electronic advertisements provide
01 4.39 0.709 High
information about goods and services
Electronic advertisements inform me about
02 4.26 0.836 High
new goods and services
Electronic advertisements convince me of the
03 3.62 0.940 High
quality of the product or service
Electronic advertisements help me compare
04 3.66 1.017 High
brands
I am influenced by the texts used in electronic
05 3.36 1.243 Medium
advertisements
06 I am influenced by the shapes and designs 3.70 1.059 High
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Lynda Bouzeroura
Standard Acceptance
No. Statements Mean
Deviation Level
used in electronic advertisements
Overall Mean for Characteristics of
4.19 0.580 High
Advertisements
Source: Prepared by the researcher based on SPSS outputs.
table 04 shows a high level of agreement on all statements regarding the
characteristics and content of electronic advertisements among the sample
participants. this is reflected in a weighted mean of 4.19 and a standard
deviation of 0.580, indicating a high level of agreement on all statements
related to the variable, falling within the high-value range [3.5-5].
However, the statement regarding being influenced by the texts used in
electronic advertisements received a medium level of agreement, with a mean
of 3.36 and a standard deviation of 1.243.
• Third: Analysis of Statements Related to the Nature of the Website
Table 05: Means and Standard Deviations of the Sample's Responses Regarding the
Nature of the Website.
Standard Acceptance
No. Statements Mean
Deviation Level
I prefer electronic advertisements on user-
01 4.42 0.781 High
friendly websites
I prefer electronic advertisements that
02 3.78 1.040 High
appear on YouTube
I prefer electronic advertisements that
03 3.89 1.188 High
appear on social media (Facebook)
I prefer electronic advertisements that
04 3.44 1.217 High
appear in email
I prefer electronic advertisements that
05 3.75 1.029 High
appear on daily newspaper websites
Overall Mean for Nature of the Website 3.856 0.643 High
Source: Prepared by the researcher based on SPSS outputs.
the table indicates a high level of agreement on all statements regarding the
nature of electronic advertising websites among the sample participants. this
is reflected in a weighted mean of 3.856 and a standard deviation of 0.643.
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The impact of electronic advertising on shaping consumer-purchasing behavior
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The results demonstrate a high level of agreement on all statements related
to the variable, which falls within the high-value range [3.5-5].
• fourth: analysis of statements related to the purchase decision
Table 06: Means and Standard Deviations of the Sample's Responses Regarding
Purchase Decision Statements.
Standard Acceptance
No. Statements Mean
Deviation Level
Electronic advertisements draw my attention
01 3.95 0.9780 High
to the product or service
Seeing electronic advertisements motivates
02 3.62 1.099 High
me to explore their content
Electronic advertisements prompt me to visit
03 3.50 1.150 High
the websites of companies
Electronic advertisements help me obtain
04 3.54 1.184 High
information about the product or service
Overall Mean for Purchase Decision 3.65 0.732 High
Source: Prepared by the researcher based on SPSS outputs.
The table shows a high level of agreement on all statements regarding
electronic advertisements among the sample participants, with a weighted
mean of 3.65 and a standard deviation of 0.732. This indicates a high level of
agreement on all statements related to the variable, which falls within the
high-value range [3.5-5], according to the study's scale.
5.3. hypothesis testing:
To test these hypotheses, spearman's correlation coefficient was used among
the study variables. A value of (1) indicates a strong relationship between two
variables, while a value of (0) indicates no linear correlation. correlation
coefficient values between (0.1) and (0.29) denote a weak relationship;
values between (0.3) and (0.49) indicate a moderate relationship; and values
between (0.5) and (1) signify a strong relationship.
• FIRST HYPOTHESIS:
H0: There is a statistically significant relationship between the type of
electronic advertisement and the purchase decision.
H1: There is no statistically significant relationship between the type of
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Lynda Bouzeroura
electronic advertisement and the purchase decision.
• SECOND HYPOTHESIS:
H0: There is a statistically significant relationship between the characteristics
and content of electronic advertisements and the purchase decision.
H1: There is no statistically significant relationship between the
characteristics and content of electronic advertisements and the purchase
decision.
• THIRD HYPOTHESIS:
H0: There is a statistically significant relationship between the nature of the
advertisement website and the purchase decision.
H1: There is no statistically significant relationship between the nature of the
advertisement website and the purchase decision.
Table 07: Correlation Matrix Between Variables
Variables T1 T2 T3 T4
T1 1 - - -
T2 0.308** 1 - -
T3 0.303** 0.496** 1 -
T4 0.211* 0.421** 0.283** 1
Source: Prepared by the researcher based on SPSS outputs.
*Correlation is significant at the 0.05 level (two-tailed).
**Correlation is significant at the 0.01 level (two-tailed).
From TABLE 07, it is noted that the correlation coefficients between the
components of the independent variables and the dependent variable were
statistically significant at the significance levels of (0.01) and (0.05), with
correlation values ranging from (0.211 to 0.496), indicating the presence of
a moderate relationship.
Thus, we can conclude that there is a statistically significant correlation
between each pair of variables:
Between the first and second variables: (0.308) moderate relationship
Between the second and third variables: (0.496) moderate relationship
Between the third and fourth variables: (0.283) weak relationship
Based on these results, we can affirm that the hypotheses stating:
There is a statistically significant relationship between the type of electronic
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The impact of electronic advertising on shaping consumer-purchasing behavior
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advertisement and the purchase decision is valid; hence, we accept the null
hypothesis and reject the alternative
There is a statistically significant relationship between the content and
characteristics of electronic advertisements and the purchase decision is valid;
hence, we accept the null hypothesis and reject the alternative.
There is a statistically significant relationship between the nature of the
advertisement website and the purchase decision is valid; hence, we accept
the null hypothesis and reject the alternative.
Testing the Fourth Hypothesis
In this section, we attempt to test the main hypothesis four: "There is a
statistically significant impact relationship between electronic advertising
and the purchase decision."
In this hypothesis, we expect to find a statistically significant impact
relationship between electronic advertising and the purchase decision. To test
this claim, we employed simple linear regression. First, we test the
explanatory power of the model and then analyze the simple linear regression
results as follows:
Table 08: Results of the Model's Explanatory Power Test
Correlation Coefficient of Statistical
Statement F Test
Coefficient (r) Determination (R²) Value (Sig)
Electronic
0.93 0.83 10.014 0.002
Advertising
Source: Prepared by the researcher based on SPSS outputs.
From Table 08, it is clear that the correlation coefficient between the
independent variable (electronic advertising) and the dependent variable
(purchase decision) is (0.93) indicating a positive correlation in the same
direction between electronic advertising and the purchase decision.
The coefficient of determination (R²) is (0.83), meaning that the independent
variable (electronic advertising) explains 83% of the dependent variable's
variance, while 17% of the variance is attributed to other factors.
To understand the individual impact relationship between the independent
and dependent variables, we use the T-test for simple regression. The
following table illustrates the results:
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Lynda Bouzeroura
Table 09: Results of Simple Regression Analysis to Test the Impact of Electronic
Advertising on Purchase Decision
Independent Variable Regression Coefficient Beta Value T Sig
Constant 1.71 - 2.768 0.005
Electronic Advertising 0.494 0.304 4.46 0.002
Source: Prepared by the researcher based on SPSS outputs.
From Table 09, we observe that the regression coefficient for the independent
variable (electronic advertising) is (1.711), and the corresponding T-value is
(2.768) at a significance level of (0.000), which is less than the level of
0.05This indicates that the calculated T-value is greater than the critical T-
value (1.64). Thus, we conclude that electronic advertising has an effect on
the purchase decision. Therefore, we accept the hypothesis that there is a
statistically significant relationship between electronic advertising and
consumer purchase decisions, as represented by the following equation:
Y=0.49x1+1.71
6. CONCLUSION:
It can be said that electronic advertisements are more effective than
traditional advertisements due to their ability to accurately target specific
audiences and deliver messages directly to the right individuals. Additionally,
electronic advertisements provide consumers with access to detailed
information about the advertised product or service, which facilitates their
purchase decisions.
Furthermore, electronic advertisements enable consumers to interact with ads
and companies through comments and sharing on social media platforms,
which increases the popularity of the product or service and positively
influences the purchase decision.
In summary, electronic advertising plays a crucial role in stimulating
consumption and increasing sales, and it is a significant factor affecting
consumers' purchase decisions in the current digital age.
This study aimed to shed light on the impact of electronic advertising on
consumer purchase decisions. Through an empirical study, the research
reached several findings, which can be summarized as follows:
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The impact of electronic advertising on shaping consumer-purchasing behavior
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6.1. Study Results:
• There is a statistically significant relationship between the type of
electronic advertisement and the purchase decision.
• There is a statistically significant relationship between the characteristics
and content of electronic advertisements and the purchase decision.
• There is a statistically significant relationship between the nature of the
advertisement website and the purchase decision.
• There is a statistically significant relationship between electronic
advertising and the purchase decision.
6.2. Recommendations:
Based on the study, the following recommendations can be drawn:
• Accurately define the target audience and design advertisements that
meet their needs and purchasing behaviors.
• Focus on creating attractive and inspiring electronic advertisements to
capture readers' attention and motivate them to buy.
• Regularly measure the performance of electronic advertisements and
analyze data to understand their impact on purchasing behavior and
improve future strategies.
• Utilize personalization techniques to deliver targeted advertisements
based on readers' behaviors and preferences.
• Engage with readers through social media, respond to their inquiries, and
foster positive interaction.
• Innovate in electronic advertising strategies and continuously update to
stay informed about developments in the digital advertising market.
• Enhancing the quality and proper targeting of electronic advertisements
can increase their effectiveness and yield positive results on consumer
purchasing behavior.
7. Bibliography List:
• Al-Bakri, T. (2009). Marketing Communications and Promotion (éd.
2end). Amman: Dar Hamed for Publishing and Distribution.
• Al-Moussawi, H. A.-N. (2012). The Phenomenon of Television
Advertising Clutter and Its Impact on Consumer Behavior: A Study on
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Determining Consumer Attitudes Towards Zain Mobile Communication
Products. Al-Baheth Al-I'lami Journal, 16, 26.
• Al-Qasim, M. A. (2000). Online Marketing (Vol. 01). Cairo, Egypt.
• Hizam, Z. (2008). Principles of Marketing: Between Theory and Practice.
Jordan: Dar Al-Maysarah for Publishing and Distribution.
• Hughes, G. (2003). Marketing communication.
• Laqab, M. (2001). Media and Information Society. Doctoral Thesis,
Faculty of Political Science and Media, Algeria.
• Lounis, A. (2007). Social and Cultural Factors and Their Relationship
with the Changing Attitudes of Algerian Consumers. Doctoral Thesis,
Faculty of Social and Human Sciences, University of Constantine,
Constantine.
• Omar, A. A. (2006). Readings in Consumer Behavior. Alexandria, Egypt:
Al-Jam'iya Publishing House.
• Salama, T. (2007). Online Marketing and Interactive Advertising. Rome,
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• Sanoo, M. A. (1999). Communication in the Age of Globalization. Beirut:
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