IMPACT OF SOCIAL MEDIA ADVERTISING ON SYRIAN CONSUMERS’ BEHAVIORAL RESPONSES

Aziz Mohammed

doi:10.31648/cetl.12067

Published: 2026-06-11

Vol. 50 No. 2 (2026)

IMPACT OF SOCIAL MEDIA ADVERTISING ON SYRIAN CONSUMERS’ BEHAVIORAL RESPONSES

Aziz Mohammed

Civitas et Lex

Section: Social Communication and Media

https://doi.org/10.31648/cetl.12067

Abstract

This study investigates the effectiveness of social media advertising in influencing Syrian consumers’ awareness, comprehension, conviction, and purchase behaviour, applying the Dagmar model. A structured questionnaire was administered to 400 Damascus-based users, with data analysed via SPSS using descriptive statistics, correlation, t-tests, and ANOVA. Results show strong effects on awareness and comprehension, moderate influence on conviction and purchase behaviour, and demographic variations in response. Findings highlight the need for more persuasive strategies to bridge comprehension and purchase intention. This research adds to limited Syrian-context studies, offering theoretical and practical insights for advertisers in emerging markets.

Keywords:

awareness, comprehension, conviction, behaviour, DAGMAR

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Mohammed, A. (2026). IMPACT OF SOCIAL MEDIA ADVERTISING ON SYRIAN CONSUMERS’ BEHAVIORAL RESPONSES. Civitas Et Lex, 50(2), 47–59. https://doi.org/10.31648/cetl.12067

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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