The Role of E-Marketing in Enhancing the Behavior of the Iraqi Digital Consumer: An Analytical Study of the Opinions of a Sample of Users of Iraqi Digital Companies
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Abstract
This research aims to explore the role of e-marketing in enhancing the digital behavior of the Iraqi consumer, through an analytical study that addressed three main dimensions of e-marketing: digital advertising, social media marketing, and content marketing. The research problem lies in the fact that the Iraqi consumer is still in a transitional phase toward digital engagement, which requires understanding the electronic marketing factors influencing their digital behavior. The research adopted the descriptive-analytical approach and used a questionnaire as the main data collection tool from a purposive sample of (387) individuals from consumers of electronic products and services in Baghdad, with the sample size determined according to the Krejcie & Morgan formula. The research found a statistically significant correlation between e-marketing with its dimensions and the digital behavior of the Iraqi consumer with its dimensions (cognitive, emotional, behavioral, and social). The results also showed a significant effect of e-marketing on enhancing the digital behavior of the Iraqi consumer.
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