The Influence of Advertising Image on Customers’ Final Online Purchase Decisions: A Survey Study

This paper investigates the images use in Sudani Telecom Company’s (STC) advertisements and the degree to which it increases the public’s knowledge about the company. The study was performed among a sample (191 persons) of the company’s users in Khartoum City and the descriptive-analytical method was employed. Results revealed that there are statistically significant differences in the perceived degree to which the company’s use of an image in SNSs advertisements increases the public’s knowledge about and interest in the company and its services. It is recommended that National Telecommunication Corporation (NTC) certainly updates its laws. It is also necessary for the company (STC) to employ advertising messages on SNSs, with a special focus on increasing content effectiveness. Furthermore, the company should be more open to the public and consider its demographic characteristics. The advertising image should be considered since it can inform the public and influence its purchase decisions and tendencies.