Investigating the Relationship Between Electronic Advertising and Consumer Buying Behavior (An Empirical Study on Mansoura University Students ) | ||
| مجلة النيل للعلوم التجارية والقانونية ونظم المعلومات | ||
| Volume 5, Issue 7, 2025, Pages 1-25 PDF (838.65 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/mnsli.2024.310211.1035 | ||
| Author | ||
| Dr.Heba Allah Tharwat Ibrahim El-tantawi* | ||
| معهد النيل العالى للعلوم التجارية وتكنولوجيا الحاسب المنصورة | ||
| Abstract | ||
| This research aims to examine the relationship between electronic advertising (Advertisement Message, Advertisement Characteristics, Advertisement design) on consumer buying behavior Data were collected from 384Mansoura University students .The research employed a quantitative research method and Linear regression analysis techniques to test the research hypotheses. The research findings highlighted that electronic advertising (Advertisement Message, Advertisement Characteristics, Advertisement design,) had a significant effect on consumer buying behavior. | ||
| Keywords | ||
| Electronic; advertisement; consumer | ||
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