The impact of the electronic advertising discourse on purchasing behavior of digital consumer(A field study)

The spread of electronic advertising discourse which known as unfunded electronic advertisements within various social media platforms, has helped change the purchasing behaviors of digital consumers and improve the electronic shopping experience.
These advertising discourses spread detailed information about products and promotional offers to various consumer groups, depending on (advertising strategies, linguistic elements, and technological applications) which by its role had granted digital marketers the ability to predict the needs of target consumers before searching it electronically. That caused promoting the interaction between the consumer and the marketer and increasing the rates of electronic purchases then increasing the rates of marketer’s profits. On the other hand that it leads to negative repercussions that affected digital consumers as they feel that their ideas and personal data have been hacked.
From this point, the study aimed to illustrate the objectives and characteristics of electronic advertising discourse that directed to digital consumer in light of the linguistic elements and strategies which he depends on, for spreading these electronic products and services as well as clarifying that risks that result from that and the obstacles that hinder the shopping process through it.
The study has applied on certain sample of (120 individuals) from the members of SHEIN page who had previously made a digital purchase. The study used the descriptive analytical method and depended on the following theories: (the theory of virtual reality, the theory of linguistic communication, and the theory of the spread of innovations and new ideas).
The study concluded with a group of results on its main topic including the precautionary measures which had imposed due to the Corona epidemic were among the most important reasons which led the users of social media platform to adopt the electronic advertising discourse within the SHEIN page.