Digital marketing and its impact on customer perceived value Analytical research into Earthlink Communications Company in Baghdad

Abstract

The research aimed to highlight the role of digital marketing and its impact on the customer’s perceived value in the Earthlink Communications Company in Baghdad. The research problem was “weak adoption of digital marketing to enhance the customer’s perceived value in the researched company.” The research sample was the Earthlink Communications Company’s general center in Baghdad, and it was a community The research involved about 75 people, represented by management and marketing, and 60 questionnaires were distributed, and the valid questionnaires were 50. The descriptive analytical approach was adopted based on the Spss program. To achieve the research objectives, the research model was formulated from two main variables: digital marketing with its dimensions (attraction, communication, participation, Learning, retention) and the customer’s perceived value in its dimensions (social value, personal value, financial value, emotional value, functional value), and two main hypotheses were derived. The first relates to the correlation, “There is a significant correlation between digital marketing and the customer’s perceived value,” and the second hypothesis relates to the influence. “There is a significant relationship of influence of digital marketing on the customer’s perceived value.” The research reached a set of conclusions and recommendations. The most important conclusions are that digital marketing has an important impact in building the perceived value of Earthlink Communications Company’s customers. The most important recommendations are urging Earthlink Communications Company to provide various promotional offers. Because of the role that digital marketing plays in influencing the customer’s perceived value.