Facebook Ads and Algerian Consumer Buying Behavior: Analyzing the Key Determinants of Ad Value

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.