The Impact of Interactive Marketing on Purchase Decision-Making: A Field Study of a Sample of Ooredoo Customers

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.