Online Advertising And Consumer Behavior: A Study Of The Factors Influencing Purchase Intention In Senegal Under The Social Media Context

The purpose of this research is to investigate the impact of online advertising through social media on Senegalese consumer behavior. Specifically, the role of electronic word-of-mouth on consumer purchase intentions.The research utilizes both qualitative and quantitative analysis. A sample of 100 respondents was chosen in this research. The data was obtained from primary sources by use of questionnaires and observations, as well as secondary data from the internet,journals, articles and textbooks.Research findings indicate that free online channels such as subscription to newsletters and following of different brands on social media pages, has a positive relationship with brand knowledge and loyalty. Further, there is significant correlation between purchase intention and the predictors under investigations.It is recommended that greater emphasis should be placed on predictors as a way of enhancing consumer purchase intentions.