ازهار عزيز جاسم العبيدي

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. KEYWORDS: Content Marketing, Customer Delight, Authentic Marketing, and Zain Iraq Subscribes.

الخلاصة يسعى هذا البحث الى التعرف على طبيعة العلاقة بين متغيرين رئيسيين هما المنظمة المعبرة وشيخوخة الزبائن، ويمثل هذا الهدف محاولة لردم الفجوة المعرفية أو تقليصها بين هذين المتغيرين، عن طريق قياس متغير المنظمة المعبرة بوصفه متغيراً مستقلاً من خلال ثلاثة أبعاد هي: (الهوية التنظيمية والسمعة التنظيمية والمكانة التنظيمية)، وكذلك قياس متغير شيخوخة الزبائن بوصفه متغيراً تابعاً من خلال ثلاثة أبعاد هي: (الاستجابة العاطفية والاستجابة المعرفية والاستجابة السلوكية). يأتي ذلك في سياق وضع الأسس الصحيحة والمناسبة لمعالجة مشكلة تنظيمية لها دورها المؤثر بصورة مباشرة على الزبائن الذين يمرون بمرحلة الشيخوخة. ولقد وزع الباحثون باستخدام طريقة العينة القصدية 50 استبانة على عينة من العاملين في مديرية العمل والشؤون الاجتماعية في محافظة النجف الاشرف وبلغ عدد الاستبانات المسترجعة 45 استبانة وبمعدل استجابة بلغ (90%). لقد أظهرت النتائج النظرية وجود فجوة معرفية لتفسير طبيعة العلاقة بين متغيري المنظمة المعبرة وشيخوخة الزبائن في المنظمات بشكل عام، كما أظهرت النتائج العملية وجود علاقة ارتباط طردية ومعنوية وتأثير موجب ومعنوي بين هذين المتغيرين. الكلمات الدلالية المنظمة المعبرة، شيخوخة الزبائن، مديرية العمل والشؤون الاجتماعية.

The marketing literature indicates that sustainable marketing is an important and modern topic in the business world, because it applies the basic principles of sustainability in marketing management, So the customer seemed to prefer the consumption of sustainable products because of the low impact of their production operations on the natural environment and society, which reflects a positive image about the performance of organization. Studies indicate that sustainable marketing leads to easier access to the customer, which will reflect positively on the organization, which requires of the organization reaching to high performance to be able to satisfy the needs of the customer with the appropriate quantity, type in a way that leads to its remain competition as long as possible. This study tests that sustainable marketing leads to high performance for business organizations, also this study tests that sustainable marketing through its dimensions ( The sense-of-mission marketing, Customer value marketing, Customer oriented marketing and Innovative marketing) relation to the high performance of productive organizations. A random sample of (77) was tested in the Leather Industries Factory. The hypotheses were tested by the statistical program (PLS. Smart). The research concluded that sustainable marketing positively affects high performance, which means that the sense-of-mission marketing, positively effects on the high performance.

Purpose: - Current research aims to discovered the relationship and effect between the reverse marketing tools through to the consumer drags miss uses behavior in the holy city of Alnagf Research Methodology: -to identified the problem of the research in several questions about the nature of the link and effect relationship between research variables and for that outline supposedly as a way to get the data, and based on your search descriptive analytical method, and the research community (310) of pharmacists working in private pharmacies in the holy city of Alnagf and applied research on the sample (210) and pharmaceutically rate (71.9%) data were analyzed using a combination of statistical methods and results were extracted using a computer program (Amos.V.21& Spss.V.21) . Results: - The research findings to a group of the most important and there is a realistic problem suffered by the Iraqi society in general and consumers of drugs in the city of Alnagf in particular and practical results showed the existence of a positive relationship between some de- marketing tools and consumer behavior pharmacological . Keywords: - Reverse marketing tools, medicine, pharmaceutical and consumer behavior, the indiscriminate use of drugs, private pharmacies in the holy city of Alnagf.

The current research aims to show the relationship between emotional marketing in its dimensions (the best purchase decision, the best type of marketing, factors affecting the purchase decision and emotional factors) in consumers' love of the brand. The researchers have reached a number of results, most notably the existence of a theoretical relationship of emotional marketing with its dimensions in consumer love towards the brand. Therefore, one of the most prominent conclusions of the research is that emotional marketing plays a major role in achieving consumer love towards the brand. Keywords: Emotional marketing, the consumer's affection for the brand.