The IUP Journal of Marketing Management
Online Advertising and Consumer Behavior in Tunisia: Identification of New Mediating and Moderating Variables

Article Details
Pub. Date :Nov, 2019
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM11911
Author Name : Rabeb Hamdi and Romdhane Khemakhem
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 26



The aim of this study is to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semistructured interview). The results showed that lifestyle change and the disposition to visit the store are the mediating variables between purchase intention, visiting the store and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.


e-Advertising is a “form of promotion that uses the Internet and the World Wide Web for the express purpose of delivering marketing messages to attract customers” (Kim et al., 2011). In 2018, global advertising spend on the Internet reached 36.6% (mobile Internet and fixed Internet) against 34.8% for television and this media will be the largest for advertisers worldwide.1 As a result, companies are focusing on the effectiveness of their online communication strategies to increase e-shopping for their customers. Marketing researchers have shown that business investment in e-commerce and media via the Internet has also increased steadily. For example, in Western Europe, spending on electronic advertising reached $42.29 bn in 2018.2 In Tunisia, online advertising is a relatively new means of marketing communication, it is a tool in full progression and online advertising spend continues to grow, from $532,688.24 in 2007 to $2,447,001.95 in 2017.


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