” الدور التفاعلي للمعالجة المعرفية في تاثير العقل التسويقي والتسويق الذكي في النية السلوكية للمستهلك”

The Interactive Role of Cognitive Processing in the Marketing Mind and Smart Marketing in the Behavioral Intention of the Consumer

This study aims to present the interactive role of cognitive processing in the impact of the marketing mind and smart marketing on the behavioral intention of the consumer, and in order to achieve this. The dimensions of cognitive processing are (introverted – extroverted, judgment – perception, sensing – intuition, thinking – feeling). As the final outputs of the marketing mind, the dimensions of intelligent marketing were expressed (digital cooperative marketing, human capital empowerment, social capital cooperation), while the dimensions of consumer behavioral intention were expressed (loyalty to the company, tendency to switch, willingness to pay more, The external response to the problem, the internal response to the problem
The problem of the study included the need of the research sample company to identify the ways that enable it to diagnose the behavioral intention of the consumer based on all the developments taking place in a world known for the diversity and change of technologies and business technology and to employ the interactive role of cognitive processing in particular with regard to providing effective communication products and services and how to influence them. The Mobile Telecommunications Company in Iraq, Asia Cell, was selected to test this study by means of a questionnaire prepared for this purpose, as it included (216) managers from among the company’s managers and heads of its departments, divisions and units, which are scattered in the governorates.
A set of appropriate statistical processing methods were used in analyzing the data, as a normal distribution test, confirmatory factor analysis and a set of descriptive statistics, as well as (Pearson’s correlation analysis) and structural equation modeling were used to measure direct influence relationships, and modified analysis (Moderation Analysis). ) which is used to determine the level of the interactive role played by the modified variable in the relationship between the independent and dependent variable
One of the most important findings of the study is that the study sample company’s endeavor to apply and implement cognitive processing at the field level would enhance the influence of the marketing mind and smart marketing on the consumer’s behavioral intention, as the presence of cognitive processing in the field besides the mind Marketing and smart marketing would improve the level of consumer behavioral intention dimensions better than if managers adopted the marketing mind and smart marketing without applying cognitive processing. ?