The Impact of Digital Promotional Mix on Consumer Behavior in Algeria - Applying the Innovation Adoption Model
Keywords:
Digital promotion, Consumer behavior, Innovation Adoption Model, Promotional mixAbstract
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 digital advertising, digital sales activation, and digital public relations. Findings indicate that specific elements of the digital promotional mix significantly affect consumer attitudes and behaviors, with personalized and interactive digital content playing a crucial role in the adoption process. The results provide valuable insights for marketers to enhance their digital strategies to reach and engage consumers in markets effectively. 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.
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