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ESTiG - Dissertações de Mestrado Alunos

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http://hdl.handle.net/10198/6772

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Browsing ESTiG - Dissertações de Mestrado Alunos by Author "Abismail, Nacer"

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  • The influence of social media on online purchase intention: the case of the Algerian market
    Publication . Abismail, Nacer; Ferreira, Jessica; Scalabrini, Elaine
    This thesis delves into the intricate relationship between social media and e-commerce in Algeria, aiming to shed light on how these digital platforms shape consumer behaviour, influence purchasing decisions, and transform the overall e-commerce landscape. The primary objective is to discern the ways in which social media affects the actions and attitudes of consumers and service providers alike, thereby uncovering valuable insights that can enhance strategic decision-making, boost marketing effectiveness, and drive sustainable growth in the Algerian e-commerce sector. To achieve this, the study adopts a comprehensive methodology that integrates theoretical analysis, case studies, and empirical data analysis. This multifaceted approach ensures a nuanced understanding of the various challenges and opportunities present in this burgeoning market. Through rigorous examination, the research identifies the pivotal role of social media in molding consumer perceptions and preferences, demonstrating how these platforms can serve as powerful tools for influencing market dynamics. Moreover, the findings underscore the critical importance of establishing robust regulatory frameworks to support and sustain the growth of e-commerce in Algeria. By analyzing the interactions and feedback from both consumers and service providers, the study provides a detailed picture of the current state of the market and offers practical recommendations for stakeholders looking to navigate this evolving landscape effectively. In essence, this thesis not only highlights the transformative impact of social media on Algerian e-commerce but also proposes actionable strategies for leveraging these insights to foster innovation and growth within the sector. Through its detailed analysis and evidence- based conclusions, the research contributes significantly to the understand of digital commerce in Algeria, offering a valuable resource for policymakers, business leaders, and academics interested in the intersection of social media and e-commerce in emerging markets.
    2024Master thesis Open access Show more