مجلة الدراسات الاقتصادية المعاصرة
Volume 10, Numéro 1, Pages 287-314
2025-06-30
The Impact Of Digital Promotional Mix On Consumer Behavior In Algeria - Applying The Innovation Adoption Model
Authors : Chiter Raid Moundher . Bennour Rabah .
Abstract
This study examines the impact of the digital promotional mix on consumer behavior by applying the Innovation Adoption Model. Focusing on a sample of 150 consumers in Algeria, the research seeks to understand how digital marketing strategies influence the decision-making process and the adoption of new products. The study employs a quantitative approach, utilizing surveys to collect data on consumer interactions with various digital promotional tools, including social media advertising, email marketing, and online content. Findings indicate that specific elements of the digital promotional mix have a significant impact on consumer attitudes and behaviors, with personalized and interactive digital content playing a crucial role in the adoption process. The results offer valuable insights for marketers to refine their digital strategies and effectively reach and engage consumers in emerging markets. This research contributes to the broader understanding of digital marketing's role in shaping consumer preferences and behaviors in the context of new product adoption.
Keywords
Digital promotion ; Consumer behavior ; Innovation adoption model ; Promotional mix
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