The Impact of Digital Marketing on Consumer Behavior for Mobilis Mobile Company in Tamanrasset, Algeria

Abstract

This study aims to identify the role of digital marketing and its impact on consumer behavior, using Mobilis Company in Tamanrasset as a case study. The study relied on a descriptive-analytical approach, distributing a questionnaire to a random sample of 59 Mobilis customers. The data were analyzed, and hypotheses tested using SPSS 25. The study found a statistically significant effect of digital marketing factors on consumer behavior at the 0.05 significance level. The results indicate that the success of digital marketing in influencing consumer behavior is primarily linked to consumer participation in digital campaigns, with a regression coefficient of 0.822, followed by customer retention with a coefficient of 0.681, and attraction ranked last with a coefficient of 0.614.