The Influence of Advertising Image on Customers’ Final Online Purchase Decisions: A Survey Study

Authors

Tarek Ismail Mohamed, College of Mass Communication, Ajman University, Ajman, UAEFollow
Nassereldin Abdel Qadir Osman, College of Mass Communication, Ajman University, Ajman, UAEFollow
Amal Mohamed Nabil Abdel Azim Badr, College of Mass Communication, Ajman University, Ajman, UAEFollow

Abstract

This paper investigates the images use in Sudani Telecom Company’s (STC) advertisements and the degree to which it increases the public’s knowledge about the company. The study was performed among a sample (191 persons) of the company’s users in Khartoum City and the descriptive-analytical method was employed. Results revealed that there are statistically significant differences in the perceived degree to which the company’s use of an image in SNSs advertisements increases the public’s knowledge about and interest in the company and its services. It is recommended that National Telecommunication Corporation (NTC) certainly updates its laws. It is also necessary for the company (STC) to employ advertising messages on SNSs, with a special focus on increasing content effectiveness. Furthermore, the company should be more open to the public and consider its demographic characteristics. The advertising image should be considered since it can inform the public and influence its purchase decisions and tendencies.

Recommended Citation

Ismail Mohamed, Tarek; Abdel Qadir Osman, Nassereldin; and Mohamed Nabil Abdel Azim Badr, Amal (2022) "The Influence of Advertising Image on Customers’ Final Online Purchase Decisions: A Survey Study," Information Sciences Letters: Vol. 11 : Iss. 3 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol11/iss3/19