مجلة معهد العلوم الإقتصادية

The Impact Of Mobile Marketing On Generation Z's Purchasing Behavior: A Case Study Of Ooredoo Algeria

Auteurs : Boumbali Bachir .

Résumé

This study examines how mobile marketing influences the purchasing behavior of Generation Z consumers, based on the case of the telecom operator Ooredoo Algeria. A structured questionnaire was distributed via social networks to 140 respondents aged 18 to 27; the analysis of the variables of exposure, engagement, trust, and loyalty was conducted on a subsample of 100 respondents declaring themselves to be current Ooredoo customers. Three hypotheses were tested using Spearman correlations and a binary logistic regression in SPSS. The results show a strong dependence on smartphones and a dominance of Instagram, while the operator's communication strategy remains centered on SMS. A weak but statistically significant positive correlation was observed between trust in mobile promotions and brand loyalty, as well as a strong positive correlation between frequency of exposure and favorable perception of advertising. Discounts and limited-time offers, rather than influencer recommendations, appear to be the main self-reported drivers of Generation Z's engagement with Ooredoo.

Mots clés

mobile marketing ; Generation Z ; brand loyalty ; purchase intention