Digital marketing and its impact on enhancing the mental image of the organization

Analytical research at Zain Iraq Telecom – Baghdad


  • أ. د. مها عارف بريسم


Digital Marketing, The Mental Image Of The Company


  The research tests the impact of digital marketing and its dimensions (attraction, communication, participation, learning and retention) in enhancing the mental image of the organization, and the research problem was that many Iraqi business organizations do not realize the vital and effective importance of digital marketing and its role in enhancing the mental image of the organization. This is due to the lack of interest in the management of these organizations in digital marketing, as well as the realization of its importance in enhancing the mental image formed about it. Direct exchange of information and standing on their needs and desires in order to meet them and achieve a state of satisfaction for them by providing benefits and beyond their expectations, and this will reflect positively on enhancing the mental image of the company and allow it to build good and in-depth relationships with its customers and enhance their loyalty and maintain them.                                                                                                                    

The questionnaire was used as a tool to collect data that was distributed to an intentional sample represented by (the general manager of the company, department managers and people's officials), which included (56) respondents. Research hypotheses A group of statistical methods were used, including the weighted mean, standard deviation and simple linear regression coefficient, through the application of the statistical program (SPSS V25).                                                                                                                    

   The researcher reached a set of results, the most important of which was the presence of a significant effect of digital marketing in enhancing the mental image of the company,