تأثير الإعلان عبر الفيس بوك على القرار الشرائي للمستهلك استناداً لنموذج AIDA
ديانا نبيل أحمد عبد الهادي
Diana Nabil Ahmad Abed Elhadi
The current study aimed to identify and highlight the extent of the impact of the advertising through Facebook on the Palestinian consumer’s decision to purchase electrical and technological devices, as the study was applied to the AIDA model in all its stages. In order to achieve the objectives of the study, the researcher relied on the exploratory descriptive approach in line with the nature of the study. The study population consisted of all individuals who own an account on Facebook and use it in the purchase process. A soft sample consisting of 230 answers was taken. and the researcher designed a special questionnaire tool to achieve its objectives, and it consists of two parts, as it included the first demographic section. Factors, which are general data from the study population (age, marital status, educational level, place of residence), and the daily rate variable was added for the hours in which Facebook is used as an intermediate variable For demographics, As for the second section, it includes three main axes. The first axis contained an axis to measure the impact of Facebook on the purchase decision of consumers of electrical and technological devices, and it consists of eight paragraphs, and the second axis aims to measure the impact of Facebook on the purchase decision based on AIDA. The model, and it contained 17 paragraphs, were divided into each element of the AIDA model: interest, interest, desire, and behavior, while the third axis (purchase decision) contained ten paragraphs distributed on the emotional and rational sides, and the study community consists of all individuals who use Facebook In the buying process. The researcher also used the interview tool in collecting data. Seven interviews were conducted with owners and managers of companies selling electrical and technological devices. The study population consisted of all the stores and companies that sell electrical appliances in the Palestinian territories and that use Facebook to promote their products. The recovery rate was (99%), as the analysis of variance test (one method for analysis of variance) was used. test for one sample, because the study hypothesis uses the Statistical Package (SPSS) Issue No. 21 (The Statistical Package for Social Sciences). The study concluded the results, the most prominent of which were: That a great influence, a great effect, a great influence, a great influence in a great influence, a clear influence on the index, a great influence in a large, influential, wonderful, and inside, and inside, and within the number of browsing hours on Facebook, and inside the passport. It turns out that 80% of the methods indicate that the methods and means in the decision-making process indicate that the buying decision is the consumer. Where the study recommends that the use of Facebook helps in providing clear and rich information about the products, depending on the results of the questionnaire, Facebook has a high influence on the consumer's purchasing decision when searching for information about the product and it also recommends that it be necessary to take into account the striking design of the advertisement promoted through Facebook. Advertising is one of the most important points that help attract consumers to the promoted product.