La Revue des Sciences Commerciales
Volume 25, Numéro 1, Pages 50-71
2026-06-22
The Impact Of Digital Communication Via Instagram On Algerian Consumers' Purchasing Intentions
Authors : Krim Yasmine . Laoudj Ouardia . Douffi Maroua .
Abstract
This research examines the impact of Lesieur’s Instagram communication on Algerian consumers’ purchase intention. Using a quantitative survey (n=267), the study finds that content creativity and trust significantly influence purchase decisions, while message clarity does not. Traditional psychosocial factors (attitude, norms, perceived control) show limited effect, with brand image being a notable exception. Results highlight a paradox between high brand awareness and low campaign visibility. The study concludes that digital campaign effectiveness in Algeria depends on creative, credible content but is moderated by local contextual and visibility factors.
Keywords
Digital Communication ; Purchase Intention ; Instagram, ; Consumer Behavior ; Algeria
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