تأثير استراتيجيات الاتصالات التسويقية المتكاملة على القرار الشرائي للمستهلك في سوق خدمة الهاتف النقال بالجزائر.

Abstract

The study aimed to identify the impact of integrated marketing communications strategies on the purchasing decision of Mobilis Telecom customers through its dimensions (advertising, public relations, sales promotion, personal selling, and direct marketing), In order to achieve the objectives of the study and test its hypotheses, a intentional sample of 382 individuals from the institution’s clients across Algeria was selected. Through an electronic questionnaire that was placed on social media platforms, and the program (SPSS V26) was used in the analysis process.The study found an impact of the dimensions of integrated marketing communications with all its variables on the purchasing decision of Mobilis Telecom customers at the level of significance 0.05, Direct marketing came at the forefront of these dimensions in terms of impact, while public relations ranked last in impact. The study also found that there was no variance in the study variables due to the demographic variables at the significance level 0.05. The study recommended the need to pay attention to all dimensions of integrated marketing communications, with an increased focus on advertising and public relations, to have a significant impact in the future