دور التسويق المؤثر في تعزيز إدارة خبرة الزبون في أطار التأثير التفاعلي للنزاهة التسويقية

Rp-The role of influencer marketing in enhancing customer experience management in the context of the interactive impact of marketing integrity.pdf

The study mainly aims to determine the interactive (modifier) role of marketing integrity with its sub-dimensions in enhancing customer experience management at the level of a sample of telecommunications companies in Iraq, based on a major problem diagnosed with several questions that included the extent to which the influence and interaction relationships between variables are perceived in the field. To root the philosophical foundations, the study adopted a model (2016, Zietek) to measure influencer marketing, which included four dimensions (Authenticity, long-term relationships, Co-Creation , micro influencers) and a model(Gentile et al (2007) to measure customer experience management, which included five dimensions (the sensory dimension, the cognitive dimension, Affective dimension , the physical dimension, the social dimension).a model (Xiao, 2010) to measure marketing integrity, which consists of five dimensions ( Sincerity, honesty, Cordiality , trust, Goodwill ,To follow the law )
The questionnaire was used as a main tool in collecting data and information for the study, as well as some personal interviews with the sample members who were represented by a group of leaders and followers in the study sample companies, whose number reached (166) managers of companies, heads of departments, divisions and units, as well as Managing directors of companies. For the purpose of statistical analysis and treatment, the study relied on exploratory and confirmatory factor analysis as basic structural tests for the validity of the approved standards, and a set of descriptive statistical measures were used, the Pearson correlation coefficient (Structural Equation Modeling). (To measure impact relationships, Modification Analysis) To measure the level of influence that the modified variable enters between the independent and dependent variable after creating the interaction variable. These methods were used by the statistical programs (SPSS V. 23 ; Amos V.23). It was reached in the light of several conclusions, the most important of which was the interest and endeavor of the managements of the sample companies of the study to apply and implement marketing integrity at the field level that would modify or enhance the impact of influential marketing in managing customer experience, and the recommendation to encourage leaders to prepare research and studies aimed at Developing influencer marketing and how to adapt the theoretical frameworks of the subject to the field reality in companies
Keywords: influencer marketing, customer experience management, marketing integrity