مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 18, Numéro 2, Pages 453-463
2025-12-31
The Impact Of Interactive Marketing On Purchase Decision-making: A Field Study Of A Sample Of Ooredoo Customers
Authors : Maazi Ghozlane . Baout Lazhar .
Abstract
This study aimed to determine the extent to which interactive marketing contributes to customer purchasing decision-making. A field study was conducted on a purposive sample of customers of Ooredoo Algeria, consisting of 130 valid responses for analysis. Using the SPSS v.23 statistical package, the study found a statistically significant effect at the 5% significance level of interactive marketing on purchasing decision-making at Ooredoo, from the perspective of the Algerian customer.
Keywords
Interactive Marketing ; Purchase Decision
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