The impact of social media on sustainable marketing: A survey study of a group of large stores in the city of Erbil
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Abstract
The current study aimed to examine the impact of social media on the sustainable marketing of a group of large stores in the city of Erbil (Majdi Mall, Family Mall, Tablo Mall, Downtown, Grand Majdi Mall), and the target population consisted of a group of shoppers from large stores in the city of Erbil. (Majdi Mall, Family Mall, Tableau Mall, Downtown, Grand Majdi Mall). The study assumes that social media has a positive and significant impact on sustainable marketing in large stores in the city of Erbil. The study adopted a survey research strategy in collecting data from the sample members, which numbered (7,791) respondents from customers of large stores in the city of Erbil. Structural equation modeling was used to test the proposed model of the relationship between the variables of the study. The preliminary results of the study showed that social media has Positive and moral impact in sustainable marketing. The study suggested the need for store departments in the city of Erbil to enhance the use of social media and employ it to enhance economic activities by creating virtual storefronts.
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