The Role of E-Marketing in Supporting Social and Economic Development in Iraqi Society (An Applied Study On a Sample of Tikrit University Students)

This article investigates the influence of e-marketing on social and economic development, focusing specifically on Asia Cell Communications Company as a case study. The descriptive analysis indicates that perceptions of e-marketing practices ranged from moderate to high, with an overall mean score of 3.62 (SD = 0.35). Among the assessed sub-variables, quality digital content was rated highest (mean = 3.80), followed by the use of digital tools (mean = 3.67), technical support (mean = 3.58), promotion strategies (mean = 3.55) and targeting the appropriate audience (mean = 3.51). Regarding development outcomes, both social and economic development were positively perceived, with mean scores of (3.63 and 3.62), respectively. Regression analysis demonstrated that e-marketing exerted a statistically significant and positive effect on development outcomes, accounting for (65.8%) of the variance (R² = 0.658, p<0.001). Within the dimensions of e-marketing, promotion strategies (β = 0.757) emerged as the strongest predictor, followed by targeting the right audience, quality digital content, digital tools and technical support; all were statistically significant predictors. The findings confirm all primary and subsidiary hypotheses, leading to the conclusion that effective e-marketing strategies are pivotal in fostering social and economic development, particularly when implemented through comprehensive and targeted approaches.