Effect of Interactive Marketing Dimensions on Marketing Efficiency: Exploratory Study for the Opinions of a Sample of Employees of AsiaCell Mobile Telecommunications Company in Karbala City

Hawra Thamer Mahdi (), Fatima Abid Ali Salman (), Nagham Dayek Abd Ali () and Mohammed Faez Hasan ()
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Hawra Thamer Mahdi: Financial and Banking Sciences Dept., University of Kerbala, Iraq
Fatima Abid Ali Salman: Financial and Banking Sciences Dept., University of Kerbala, Iraq
Nagham Dayek Abd Ali: Financial and Banking Sciences Dept., University of Kerbala, Iraq
Mohammed Faez Hasan: University of Kerbala

Technium Social Sciences Journal, 2023, vol. 43, issue 1, 344-359

Abstract: The research dealt with the topic of interactive marketing in its dimensions (trust, commitment, interaction, two-way communication, quality of service, speed of response) and its impact on marketing efficiency in its dimensions (customer satisfaction, marketing costs, marketing research and development). The researchers sought to present a theoretical framework based on rooting Intellectual and making a modest contribution with regard to the variables and dimensions of the research, which was conducted in the Asia Cell Company for Mobile Communications, Holy Karbala Branch. And information, and a set of statistical methods were used in order to process data and information, namely: the arithmetic mean, standard deviation, Cronbach alpha test, coefficient of variation, Pearson correlation coefficient, interpretation coefficient, test (T), test (F), and in conclusion, the research reached A set of conclusions, the most important of which are: - The employees of Asia Cell Company realize the importance of building a long-term trust relationship with customers for the purpose of enhancing the company's marketing efficiency. As well as all the correlations were positive and moral, which means that the company can benefit from the dimensions of interactive marketing to enhance marketing efficiency.

Keywords: interactive marketing; marketing efficiency; two-way communication; trust (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:43:y:2023:i:1:p:344-359

DOI: 10.47577/tssj.v43i1.8840

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