The role of digital marketing in customer culture An analytical study of the views of a sample of managers and officials of divisions and units of Zain Telecom companies in Iraq

Abstract

the research aims to study the relationship between digital marketing and customer culture and try to bridge the knowledge gap about the variables of the study, that the technological development in the world has led to the transformation of trade from the traditional form to the digital form through digital marketing and led to an increase in customer culture, and the inclusion of digital marketing in its dimensions (communication and participation and learning) in the customer's culture with its dimensions (social factors, personal characteristics, customs and traditions). The research adopted a sample of department managers and officials of divisions and units of Zain Telecom companies in Iraq, and the sample size was (120) from the adult community (176). Using (SPSS.Ver.23) (Amos v.23) and Structural Equation Modeling (Statistical Package For Social Sciences), the study validated the hypotheses, and the results of the statistical analysis showed a positive correlation of digital marketing with customer culture.