The Effect of Digital Marketing Communication on Consumer Behavior of Textile Products in Iraq
Media Department, College of Mass media, Al-Farahidi University/Iraq
Ayad Abas Hasan
College of media/The Islamic university in Najaf, Iraq
Hussam Mohammed Wafqan
Accounting Department, Al-Mustaqbal University College, Babylon, Iraq
Zainab abed Almoussawi
College of Islamic Science /Ahl Al Bayt University /Kerbala /Iraq
Ali Naji Saeed
Accounting and Economics/Al-Esraa University College, Baghdad, Iraq
Shaker holh sabit
Scientific Research Center, Al-Ayen University, Thi-Qar, Iraq
Abstract
There is fierce competition among textile sector organizations on a global scale. Every business endeavors to engage customers and enhance profits. Consequently, this study aimed to investigate the impact of digital marketing elements such as social media, e-mail, and mobile marketing on customer engagement and loyalty. In addition, the role of customer involvement as a mediator between social media marketing, e-mail marketing, mobile marketing, and client loyalty was evaluated. The data for this cross-sectional study were acquired using a self-administered survey. Using basic random sampling, the questionnaire was delivered to clients of Iraqi textile enterprises. This research analyzed 301 surveys using Smart PLS. The study confirmed that social media marketing, e-mail marketing, and mobile marketing directly impact client engagement. The correlation between customer involvement and loyalty is also proven by statistical evidence. The results also validated the mediating function of consumer engagement in the suggested model. These findings can be used for future research policy creation and management methods. The study's additional implications and limitations are examined in depth.