دور المؤثرين على شبكات التواصل الاجتماعي في تعديل سلوك المستهلك الشرائي

Abstract

The study sought to achieve a main objective represented in identifying the role of influencers on social networks in modifying consumer purchasing behavior in the Ooredoo Corporation, and highlighting the motives of exposure to the pages of social media influencers, in addition to determining the extent to which respondents rely on influencers in choosing goods and services. The survey methodology, and within its framework, then surveyed a sample of 200 Algerian youth in the state of Mila, and the questionnaire tool was employed to find out their opinions about the influencers’ advertisements. The study reached several important results, including: to the consumer