Browsing by Author "MIMOUN, Meriem Selsebil"

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    The impact of mobile marketing on the purchase behavior of Generation Z . Case study : Ooredoo Algeria
    (Ecole des Hautes Etudes commerciales, 2025-06) MIMOUN, Meriem Selsebil; BAHMED, Asma (Directeur de thése)
    Mobile marketing has become a key tool in digital strategies, especially when targeting Generation Z — a hyper-connected, fast-moving, and brand-critical audience. Born in the digital age, Gen Z interacts with content primarily through smartphones, reshaping their buying journey. This thesis investigates the impact of mobile marketing on Gen Z’s purchasing behavior through a quantitative study involving 140 Algerian youths aged 18 to 27. This group, highly active on mobile platforms, is a strategic target for brands, particularly in the telecom sector. The case of Ooredoo Algeria is used to ground the research in a real-world business context. Findings indicate that personalization, message format, and the type of mobile channel significantly influence purchase decisions. Strategic recommendations are proposed to help brands enhance the performance of their mobile marketing campaigns with this audience