تأثير التسويق عبر محركات البحث على القرار الشرائي للمستهلك

Abstract

This study aimed to explore the role of search engine marketing (SEM) in influencing consumer purchasing decisions, applied to a sample of subscribers of Ooredoo Algeria in the state of Mila. The study highlighted the fundamental concepts of search engines and search engine marketing, including its characteristics, tools, and strategies. It also examined the consumer purchasing decision, its stages, types, and influencing factors. To achieve the study's objectives, a descriptive-analytical approach was adopted for the applied aspect, while a desk survey method was used for the theoretical framework. A questionnaire was employed as the primary tool for data collection in the field study. An electronic survey was distributed to a convenient random sample, resulting in 200 responses from Ooredoo Algeria subscribers