The Role of Content Marketing in Achieving Customer Happiness An Analytical Study of the Opinions of a Sample of (Apple - Iphone) Users in Three Faculties of Tikrit University
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Abstract
The main objective is to identify the role of content marketing with the chosen dimensions (Relevance, reliability (credibility), value, attractiveness of content) on customer happiness in its dimensions (Safety, responsiveness, customer expectations, trust). Which enhances the happiness of iPhone smartphone users working in a group of university colleges and the main research problem is a statement (What is the role of content marketing in achieving customer happiness). While hypotheses were built based on the hypothetical solution to the problem, where the first hypothesis (There is a significant correlation between content marketing and customer happiness at the macro level and at the level of sub-dimensions). While the second hypothesis was (The dimensions of content marketing affect significantly in enhancing customer happiness). The researcher chose the descriptive analytical approach because it describes the research variables and clarifies the relationship between them. The research reached a set of conclusions, the most important of which is that there is a close and strong correlation between content marketing and customer happiness. The results also found that there is a significant effect of the content marketing dimensions combined in achieving customer happiness. The most important recommendations are that the Apple organization should continue to provide appropriate content of high value to the customer as well as update the content of the marketing content to keep pace with developments in the digital environment in order to delight the customer who uses its smartphone.
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