The Mediating Role of social media in the Relationship between Digital Marketing and Marketing Performance: An Applied Study in Zain Telecom Company in Iraq

Authors

  • Hanan N. AL-Dulaimi Department of Business Administration, Administrative and Financial in Ministry of Higher Education and Scientific Research, Baghdad, Iraq

DOI:

https://doi.org/10.56967/ejfb2023329

Keywords:

social media, digital marketing, marketing performance, Zain Telecom Company

Abstract

 

This study sought to explore the mediation role of social media within the framework of the relationship between digital marketing and marketing performance in Zain Telecom Company in Iraq, where the problem of research is that digital marketing in its modern form is based on social media in order to develop and develop marketing performance in companies and in particular communications companies. Despite this great importance of the medieval role represented by social media and its great spread such as Facebook, WhatsApp and others, studies in this field are very few and are almost non -existent in a country like Iraq. In order to bridge this research gap, we used two approaches, which are the descriptive approach to describing the political concepts related to the variables of the study, and the analytical approach to exploring the relationship and influencing these variables that are digital marketing, marketing performance and the role of social media. A questionnaire was distributed to employees of Zain Telecom Company in Baghdad Governorate, where the number of members of the sample reached 70 after collecting and analyzing questionnaires. There was a relationship of moral correlation between both digital marketing with its dimensions and marketing performance, and there is a relationship of correlation with moral significance Between both digital marketing and social media, as well as between marketing performance and social media.

Downloads

Download data is not yet available.

Published

2023-12-25

How to Cite

AL-Dulaimi ح. (2023). The Mediating Role of social media in the Relationship between Digital Marketing and Marketing Performance: An Applied Study in Zain Telecom Company in Iraq. Entrepreneurship Journal for Finance and Business, 4(4), 27–40. https://doi.org/10.56967/ejfb2023329

Issue

Section

Research articles

Similar Articles

<< < 3 4 5 6 7 8 9 10 11 12 > >> 

You may also start an advanced similarity search for this article.