The Effect of Information Literacy in Reducing Marketing Risk An Analytical Study of The Opinions of a Sample of Workers in Scientific Bureau and Drug Store Working in The City of Mosul

Abstract

The study aims to diagnose the nature of the relationship and the impact between Information Literacy and marketing risk, as studies have confirmed that Information Literacy is one of the most important factors that enable organizations to adapt to the environment and its variables, and enable the organization to make its marketing decisions quickly and implement them flexibly and successfully, in a way that enables it to avoid or reduce Marketing risk to the maximum extent possible, Thus, the problem of the study was represented in the potential impact of informational awareness on the marketing risk, Scientific Bureau and Drug Store were selected as a field for study, and their employees were selected as a sample for the study, which numbered (311) respondents, and with the aim of collecting the required data and information, the questionnaire was designed as a main tool in data collection, which was covered through (66) phrases. Included in the questionnaire based on a group of scientific sources, the study adopted the descriptive analytical approach in an attempt to answer the questions of the study and test its hypotheses using Structural Equation Modeling (SEM). The moral effect of Information Literacy in reducing marketing risk, as well as the results of the analysis that the test of correlation and impact relations confirms that the harmonization between the dimensions of Information Literacy contributes to supporting the trends of the researched organizations in reducing the marketing risk.