Effect of Social Media Marketing on Reducing Cognitive Dissonance: An Analytical Study of the Opinions of a Sample of Employees Working in the Faculties the University of Al-Qadisiyah
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Al-Badry, Hussein Falah Ward (Author) |
| مؤلفين آخرين: | Mohammed, Amer Ali (Co-Author) |
| المجلد/العدد: | مج24, ع2 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2022
|
| الصفحات: | 25 - 40 |
| ISSN: |
1816-9171 |
| رقم MD: | 1325680 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
التسويق عبر وسائل التواصل الاجتماعي | التنافر الإدراكي | Social Media Marketing | Cognitive Dissonance
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The current research sought to identify the impact of marketing through social media represented by (identity, conversations, Sharing , presence, reputation, Relationship, and groups) in reducing the cognitive dissonance represented by (emotional dissonance, cognitive dissonance, and dissonance arising as a result of the treatment of service providers) among A sample of employees working in the faculties of the University of Al-Qadisiyah, totaling (1053) employees, and accordingly the questionnaire tool was used in order to show the measurement of the level of availability of research variables in a sample of employees numbering (291) employees, and in order to reveal the nature of the results that the study seeks to achieve It is necessary to use a set of statistical tools, which were represented by (normal distribution, structural modeling equation, Crow-Becher's alpha coefficient, arithmetic mean, standard deviation, Pearson correlation coefficient, and regression coefficients that were extracted by (SPSS.V.27 ; AMOS.V). 26), and accordingly, the results of the research showed that there is a direct and indirect correlation and effect between the independent variable (marketing through social media) and seven dimensions (identity, conversations, Sharing , attendance, reputation, and Relationship, groups), and the dependent variable (cognitive dissonance) with three dimensions (emotional dissonance, cognitive dissonance, and dissonance arising as a result of the treatment of service providers). Clear to customers the importance of the products being promoted |
|---|---|
| ISSN: |
1816-9171 |
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