Marketing on Google and its Impact on Internet Users in Kinshasa

This article examines the impact of marketing on Google among internet users in Kinshasa. In a context where internet access is steadily increasing and search engines are becoming essential tools for information, Google plays a central role in consumers’ decision-making processes. Digital marketing—through paid advertising and organic search engine optimization (SEO)—deeply influences online behavior. In Kinshasa, a city facing various socio-economic challenges, these strategies enable local businesses to increase their visibility, facilitate access to products and services, and shape consumer perceptions. The study highlights the effects of these marketing actions on users’ choices, their perception of brands, and their loyalty. The findings reveal a strong influence of targeted marketing, particularly on purchasing habits, the way information is consumed, and digital engagement. Moreover, studies have shown that African internet users rapidly adopt digital tools when they perceive direct benefits, especially in terms of time-saving and access to information (Aker & Mbiti, 2010). Google marketing benefits from this trend to reach an increasingly connected audience. In addition, trust in search results plays a crucial role in the perception of online brands (Pan et al., 2007). In Kinshasa, where companies often seek to overcome a lack of traditional visibility, ranking on Google is a strategic alternative. Finally, consumer engagement on digital platforms can be strengthened through targeted and contextualized communication, confirming the importance of localized digital marketing (Chaffey & Ellis-Chadwick, 2019).