The Impact of Technological Innovation 5G on Consumer Choice Intention: The Mediating Role of Brand Image in the Case of Djezzy

Abstract

This study examines the impact of 5G technological innovation on consumer choice intention, and investigates the mediating role of brand image, with specific reference to Djezzy in the Algerian telecommunications market. Three dimensions of 5G innovation are considered: network performance, connectivity capability, and technological integration. A quantitative approach was adopted, based on a structured questionnaire administered to a sample of 166 Djezzy customers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The results indicate that 5G technological innovation positively influences consumer choice intention toward Djezzy, with brand image playing a significant partial mediating role in this relationship. These findings offer actionable recommendations for telecom operators seeking to leverage technological innovation as a strategic brand-positioning tool in developing markets.