Diagnosing the reality of Emotional Marketing in Communication Companies: An analytical study of the opinions of a sample of Asiacell customers in Nineveh Governorate
Article Sidebar
THIS IS AN OPEN ACCESS ARTICLE UNDER THE CC BY LICENSE
Main Article Content
Abstract
The current research aims to diagnose emotional marketing and the extent of its use in the company in under study. As emotional marketing is one of the modern concepts of marketing to ensure that organizations remain in competition, maintain their market share, achieve high profits by going to emotional marketing, and measure the extent to which emotional marketing is used in the research organization.
The descriptive analytical method was used to collect, describe and analyze data. The research sample consisted of 354 individuals from the clients of Asiacell Company in Nineveh Governorate, data were collected from them using the questionnaire, which represented the main tool for the research.
The research reached a set of results, the most important of which are: The company in question adopts emotional marketing in its activities in a limited way, which is reflected in the process of attracting customers and attracting them to purchase its services compared to competitors. The results show that there is a gap between the efforts of the researched company and what is required and desired by customers, and the percentage of attention to their needs is limited. Recommendations were put forward, the most important of which is the need to deal with the concept of emotional marketing by the company in question to maintain existing customers and obtain new customers.
Downloads
Article Details
References
المصادر العربية:
معيوف، واخرون، 2022، دور بحوث التسويق في اتخاذ القرار، مجلة الاجتهاد للدراسات القانونية والاقتصادية، مجلد:11، العدد1.
2– عنبة، هالة محمد لبيب،علي هبة فوائد،السعدي، نيرمين، رشوان، مرفت، 2017،التسويق المبادى والتطورات الحديثة،كلية التجارة، جامعة القاهرة.
3- الأحمد ,شيندي يوسف، 2017، تاثير العلامة التجارية في اتخاذ قرار الشراء، دراسة ميدانية على شباب الجامعي في سوريا، مجلة جامعة البعث، المجلد، 39 العدد2.
ثابت وهدى محمد،
viral marketing and its impact on consumers purchasing decisiuon-making process: astudy on social networking sites used by isllamic university students in the gaza strip, (2017).
ثانياً. المصادر الأجنبية:
Liangqi. Zou, 201), Emotional Marketing for Chinese Women.
Deshwal, Parul, 2015, Emotional Marketing: Sharing the Heart of Consumers, International Journal of Advanced Research in Management and Social Sciences 4.11: 254-265.
Ali, Ade Nur, 2017, Membangun Customer Loyalty Melalui Brand Trust, Emotional Marketing Dan Experiential Marketing (Studi Pada Plaplay Indoor Theme Park Semarang). Diss. Fakultas Ekonomi Unissula,.
Suhartanto, Dwi, et al., 2019, Loyalty towards Islamic banking: service quality, emotional or religious driven? Journal of Islamic Marketing.
Hindarsah, Ida, 2021, The influence of service quality, emotional marketing and spiritual marketing on customer satisfaction. Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12.3: 3685-3689.
Rytel, Tomas, 2010, Emotional marketing concept: The new marketing shift in the postmodern era. Verslas: teorija ir praktika 1: 30-38.
7-Majumdar, Prerna Ujjval, 2012, Emotional marketing-chasing the share of heart of your prospective customers. Asia Pacific Journal of Marketing & Management Review 1.3: 68-73.
Cepaldo, Cepaldo, Rika Lidyah Rika, and Ariyanti Ariyanti, 2020, The Effect Of Emotional Marketing And Lifestyle On Customers Decisions In Products Choosing Of Murabahah Financing At Pt Bank Syariah Mandiri Kc Palembang Simpang Patal. Journal of Business Studies and Management Review 4.1: 23-26
Diacon, Andreas H., et al., 2009, The diarylquinoline TMC207 for multidrug-resistant tuberculosis. New England Journal of. Medicine 360.23: 2397-2405
Mandina, Siphiwe P., Tendai Ngwenya, and Munesu Muzadzi, 2014, Effectiveness of emotional marketing on brand loyalty in State Run Universities. European Journal of Business and Management 6.13: 68-77.
Kotler, Philip, 2019, Armstrong, Gary and Harris Lloyd, Principles of Marketing, USA,
Mayer, John D., Richard D. Roberts, and Sigal G. Barsade 2008, Human abilities: Emotional intelligence. Annu. Rev. Psychol. 59: 507-536.
Tian, E., Zhan, F., Walker, R., Rasmussen, E., Ma, Y., Barlogie, B., & Shaughnessy Jr, J. D., 2003, The role of the Wnt-signaling antagonist DKK1 in the development of osteolytic lesions in multiple myeloma. New England Journal of Medicine, 349(26), 2483-2494.
Totterdell, Peter, and David Holman. Emotion regulation in customer service roles: testing a model of emotional labor. Journal of occupational health psychology 8.1 2003, 55
Kidwell, Roland E., Franz W. Kellermanns, and Kimberly A. Eddleston. Harmony, justice, confusion, and conflict in family firms: Implications for ethical climate and the fredo effect. Journal of business ethics 106.4., 2012, 503-517.
Dube, Siphiwe. Muscular Christianity in contemporary South Africa: The case of the mighty men conference. HTS: Theological Studies 71.3 2015, 1-9.