The Impact of Social Media Promotional Mix on Customer Citizenship Behavior: An Analytical Study of the Opinions of a Sample of Zain Telecommunications Customers
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Al Aboudy, Ahmed Kadem Abed (Author) |
| مؤلفين آخرين: | Mjali, Kareem Hassan (Co-Author) |
| المجلد/العدد: | مج25, ع3 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2023
|
| الصفحات: | 22 - 32 |
| ISSN: |
1816-9171 |
| رقم MD: | 1437762 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Social Media Promotional Mix | Customer Citizenship Behavior
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The current study aims to measure the role of the promotional mix through social media in the behavior of customer citizenship, and Study methodology depends on identifying a major problem that has been clarified through several questions centered on an important question is whether there is a role for the promotional mix through social media and customer citizenship behavior using the applied approach, and as a result, two main hypotheses of Study were formulated that draw the features and nature of the relationship between the variables studied. V.28) in order to verify the sub-hypotheses emanating from the two main hypotheses. In order to achieve the purpose of Study, the questionnaire form has been adopted as a basic tool for measurement based on previous field studies and research. The sample of Study was represented in the customers of Zain Iraq Telecommunications Company in the city of Diwaniyah, which numbered (271) customers, and Study reached several conclusions, the most important of which is the company's interest in using social media as an effective tool for the company in order to promote its services to its loyal customers, which leads to the definition and change of customers' perceptions of the brand, and the company is keen to provide commercial offers to reach customers through social media, Which contributes to the possibility of improving the company's interests in the dimension of sales activation by focusing on providing free gifts through social media, and Study also recommends the need to develop the possibility of the company's interests in the dimension of the spoken word electronically by focusing on encouraging customers to advise their colleagues to deal with the company's brand. |
|---|---|
| ISSN: |
1816-9171 |
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