IMPACT OF SOCIAL MEDIA ADVERTISING ON SYRIAN CONSUMERS’ BEHAVIORAL RESPONSES

Aziz Mohammed

doi:10.31648/cetl.12067

Опубликовано: 2026-06-11

Том 50 № 2 (2026)

IMPACT OF SOCIAL MEDIA ADVERTISING ON SYRIAN CONSUMERS’ BEHAVIORAL RESPONSES

Aziz Mohammed

Civitas et Lex

Раздел: Социальные коммуникации и медиа-науки

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

Аннотация

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.

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Правила цитирования

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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