إثر الإعلانات التجارية على السلوك الاستهلاكي لطلبة جامعة ديالى (الإعلان التجاري الالكتروني انموذجاً)

Abstract

The current study aimed to identify the impact of electronic commercial advertisements on the consumer behavior of students of the University of Diyala, through the method of advertisements followed by social media in displaying their commercial advertisements to affect the consumer behavior of the citizens in general and the Iraqi university student in particular, as well as to identify the most important topics that focused on electronic commercial advertisements in social media, including the study sample (Facebook, Instagram and Telegram), and reflecting the impact of electronic advertising through the means of communication Electronic on consumer behavior. The researcher relied her research on observation and questionnaire tools as the main tool being the most tools that allowed the collection of information about the respondents, but the most important conclusions reached by the researcher are: -

Commercial advertisements tended through Iraqi electronic social networking sites to focus on influencing the consumer and his purchasing behavior by displaying display ads and short and quick videos containing elements of advertising attraction. The research conclusions also revealed the conviction of the majority of research samples from Diyala University students that commercial advertisements through websites and means of communication are characterized by their technical, technical and editorial methods better than the rest of the other advertising and media means, such as magazines, newspapers and some satellite television channels, which have a place among the local audience (Iraqi student) and have a role in influencing their consumer behavior. The research also recommended the need to circulate the results of the current study to companies and commercial institutions governmental and private to adopt them in the production of commercial advertisements whose objectives are related to influencing consumer behavior, as well as the recommendation of those in charge of communication in the various media to the need to follow advertising standards in the manufacture and processing of electronic commercial advertisements in a moderate manner.