The Impact of Advertising Credibility on the Consumer’s Purchase Decision (Exploratory Research on the Opinions of a Sample of Customers of Electronic Devices Companies in Karbala)

Kamel, Suhad Barqi; Mahdi, Hawra Thamer; Hassan, Layla Mohsen

doi:10.2478/hjbpa-2025-0017

Abstract

This research aims to study the impact of advertising credibility used by electronics companies on their customers’ purchasing decisions. A descriptive analytical approach was adopted, and primary data was collected through a questionnaire distributed to a sample of 130 customers from three companies specializing in the sale of electrical appliances in Karbala Governorate. A total of 120 valid questionnaires were retrieved for statistical analysis. The research results confirmed the validity of the main hypothesis, which assumes a significant correlation between advertising credibility and purchase decisions. The research also found that adherence to ethical standards in advertising has a strong, statistically significant positive impact on guiding purchase decisions. Among the most prominent recommendations emerging from the research is the need to prioritize the quality of advertising content to reflect reality, as this helps customers make a sound and informed purchasing decision.

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The Impact of Advertising Credibility on the Consumer’s Purchase Decision (Exploratory Research on the Opinions of a Sample of Customers of Electronic Devices Companies in Karbala)

Abstract

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