@misc{10481/103938,
year = {2025},
url = {https://hdl.handle.net/10481/103938},
abstract = {This study explores the influence of Facebook advertisements on consumer buying behavior in Algeria, with a
focus on identifying the key determinants that shape ad value perceptions. In the context of growing social
media use and the digitalization of marketing, Facebook has emerged as a dominant advertising platform
globally and in North Africa. The research draws upon established consumer behavior theories, including the
Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Elaboration Likelihood Model
(ELM), to understand the psychological and social factors influencing Algerian consumers' engagement with
Facebook ads. The study examines how attitudes toward ads, perceived usefulness, emotional appeal, trust,
and social influence impact consumers' purchase intentions. A survey of Algerian Facebook users was
conducted to gather primary data on their ad responses. The findings reveal that relevance, personalization,
and emotional connection significantly enhance the perceived value of Facebook ads. Furthermore, subjective
norms, such as peer influence and cultural factors, also play a key role in determining consumer behavior. The
results contribute to a deeper understanding of consumer behavior in Algeria and offer valuable insights for
marketers seeking to optimize their Facebook advertising strategies. Implications for marketers and
policymakers are discussed, emphasizing the importance of culturally tailored and personalized advertising to
effectively engage Algerian consumers.},
publisher = {Universidad de Granada},
keywords = {Facebook Ads},
keywords = {Consumer Buying Behavior},
keywords = {Theory of Reasoned Action (TRA)},
keywords = {Elaboration Likelihood Model (ELM)},
keywords = {Technology Acceptance Model (TAM)},
title = {Facebook Ads and Algerian Consumer Buying Behavior: Analyzing the Key Determinants of Ad Value},
author = {Lounes, Lila and Atoui, Malika},
}