Personal and Social Skills’ Impact on Marketing Effectiveness

Mousli Liza (), Larras Chafika (), Bouchetara Mehdi () and Iraten Sabrina ()
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Mousli Liza: Independent Researcher, Tizi-Ouzou, 15000, Algeria
Larras Chafika: Higher School of Management, Kolea, 42003 Tipaza, Algeria
Bouchetara Mehdi: Higher School of Management, Kolea, 42003 Tipaza, Algeria
Iraten Sabrina: Higher School of Management, Kolea, 42003 Tipaza, Algeria

Marketing of Scientific and Research Organizations, 2023, vol. 50, issue 4, 137-164

Abstract: This study examines the importance of emotional intelligence (EI) in marketing among professionals in the Algerian telecommunications industry. EI plays a crucial role in building strong relationships, effective communication, and connectionbuilding, especially as technology and AI advance. However, there is limited research on EI in marketing professionals within telecommunications. Using a quantitative survey and regression analysis, the study finds a positive impact of EI dimensions on marketing effectiveness. These findings have implications for improving marketing team performance by implementing training programs that enhance EI skills. The study contributes to the scientific community by emphasising the significance of EI in marketing and encouraging further research.

Keywords: emotional intelligence; marketing professionals; Algerian telecommunications industry; marketing effectiveness; emotional intelligence skills; inteligencja emocjonalna; specjaliści marketingu; branża telekomunikacyjna w Algierii; efektywność marketingu; umiejętności inteligencji emocjonalnej (search for similar items in EconPapers)
JEL-codes: M31 M51 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:50:y:2023:i:4:p:137-164:n:6

DOI: 10.2478/minib-2023-0026

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