اثر الحملات التسويقية عبر منصات التواصل الاجتماعي على القرار الشرائي للسيارات الصينية لدى المستهلك الجزائري

Abstract

This study aimed to identify the impact of marketing campaigns through social media platforms on the consumer’s decision to purchase Chinese cars in Mila Province. The descriptive analytical approach was used to test the study’s hypotheses, and data were collected using a questionnaire designed for this purpose. The study population was determined from customers in the automotive sector in Mila Province, and a sample of them was selected, totaling one hundred and sixty (160) customers. This relationship was tested using the statistical program SPSS V 24. The study reached several results, the most important of which is that marketing campaigns through social media platforms have an effect on the consumer’s decision to purchase Chinese cars in Mila Province. The studies also proved that all dimensions of marketing campaigns through social media platforms have an impact on the consumer’s decision to purchase Chinese cars in Mila Province