The Relationship between Content Marketing and Customer Delight: The Moderating Role of Authentic Marketing A Survey Study of Zain Iraq Telecommunications Customers' Sample Opinions
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2024, Vol 7, Issue 09
Abstract
This study aims to explore the relationship between content marketing and customer delight in a communications context, focusing on the moderating effect of authentic marketing. Data were collected through a questionnaire directed to 245 lecturers at the University of Kufa as subscribes of Zain Iraq Telecommunications Company. Data were analyzed using AMOS V.24 advanced statistical analysis software. The results of the study showed that there is a positive, statistically significant relationship between content marketing and customer happiness. The results also showed that authentic marketing has an important role in moderating this relationship, as it acts as an interactive variable between the two variables.
Authors and Affiliations
Azhar Aziz Jassim Al-Obeidi
Keywords
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- EP ID EP744372
- DOI 10.47191/ijmra/v7-i09-12
- Views 59
- Downloads 0
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