Revue de Recherches et Etudes Scientifiques
Volume 20, Numéro 1, Pages 1280-1293
2026-01-26

The Impact Of Artificial Intelligence Algorithms On Shaping The Purchasing Decision Of The Algerian Consumer: A Study On A Sample Of Facebook Users



Authors : Bouakrif Zahir .

Abstract

This study investigates the impact of artificial intelligence (AI) algorithms—focusing on personalization, intelligent advertising targeting, recommendation systems, and behavioral analysis—on Algerian consumers’ purchasing decisions on Facebook, the country’s most widely used social network and a key platform for AI-driven marketing. Using a quantitative approach, data were collected from 300 users via an electronic questionnaire, with the instrument’s validity and reliability confirmed through correlation coefficients and Cronbach’s Alpha. The findings indicate that all AI dimensions significantly influence purchasing decisions, with personalization and intelligent targeting identified as the most impactful. The statistical analysis demonstrates that these dimensions collectively explain a substantial portion of the variance in consumer decision-making, highlighting the growing role of AI in shaping digital consumer behavior in Algeria. The study recommends enhancing AI-driven marketing practices, particularly personalization and targeting, while emphasizing transparency and user privacy protection to ensure responsible and effective application of AI in online marketing.

Keywords

Artificial Intelligence Algorithms ; Purchasing Decision ; Algerian Consumer ; Digital Marketing ; Facebook Platform

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