Digital marketing and its role in enhancing the mental image of the organization - an exploratory study of the opinions of employees at the Iraqi Asiacell Telecom Company/Karbala branch
Keywords:
Digital marketing, the mental image of the organizationAbstract
This study was presented by providing intellectual and conceptual framework of the two variables included two main independent variable: (Digital Marketing) dependent variable (the mental image of the organization). Both variables included a range of dimensions, involving digital marketing (engagement, communication, participation, learning, and retention) in the mindset of the organization (perception, influence, motivation, desire). Due to the novelty of digital marketing and the need to apply it in organizations that are digitally active, Asia cell Communications Company / Holy Karbala Branch was chosen as a field of study. The researcher adopted the questionnaire form as a study tool in order to obtain the important information for his study by adopting the survey method The total number of the study's 88 members was distributed, 88 of which were returned, 84 of which were valid for analysis (79), analyzed by SPSS.18 based on a number of statistical tools (mean, mean, The weighted arithmetic, Dah answer, standard deviation, etc. ...). This study aimed to identify the nature of the relationship between digital marketing and the mental image of the organization, and the extent of the contribution of digital marketing in promoting the mental image of the organization. In order to achieve the objectives of the study, the researcher has designed a hypothesis that illustrates the nature of the relationship between its variables and the purpose of identifying the nature of this relationship has been put forward a number of hypotheses that are temporary solutions can be proven or negation:
1. There is a correlation significant differences between digital marketing and the mental image of the organization.
2. There is a significant moral digital marketing in the mental image of the Organization effect.
The study found a number of conclusions, notably the existence of a weak and insignificant correlation between the digital marketing and the mental image of the organization. Finally, the study ended with a number of recommendations, which are
solutions proposed by the researcher to address the negative results or weaknesses of the study, the most important of which is the need to give digital marketing a greater interest than the telecommunications company investigated, as a key element in its marketing operations, as most of the services provided to its customers purely digital .
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