Media Marketing Impact in Sensitizing Electronic Consumer: An Explorative Study of Viewpoints of a Sample of the Airlines’ Employees in Erbil

Abstract

 The current study is an attempt to explore the role of media marketing in sensitizing the electronic consumer. In addition to the practical framework which takes the viewpoints of a sample of representative employees working in the airlines in the city of Erbil, the present study also attempts to provide a novel theoretical framework to demonstrate what the other authors and researchers have already done regarding the variables of the research. In this study, media marketing has been treated as an independent variable having its minor aspects which are media producer, media price, and media disseminate, and media promotion, which have gained wide attention in the recent years. The electronic consumer has been considered a dependent variable since this topic has become one of the requirements which the organizations (i.e., the companies) are trying to provide in their employees in order to achieve the objectives.

This study attempts to answer the research questions which make up the theoretical as well as practical research problems firstly, and testing the hypothetical sample, the relation and impact between the dependent and independent variables, secondly. This research has been conducted in the City of Erbil on the employees of 16 airlines which included 48 individuals. A questionnaire has been used for collecting the relevant data of the fieldwork aspect of the research using a number of suitable statistical styles in verifying the hypotheses and highly relying on SPSS IBM v.26. The conclusions verify the majority of the hypotheses in various degrees. The research has arrived at a number of conclusions, the most important of which is the existence of a strong relationship between the variable’s media marketing and electronic consumer. This shows the significance of the variables and the dimensions of the study for the companies under scrutiny. The study also has arrived at the number of recommendations. Mainly, the management of the airlines are recommended to adopt media marketing via paying attention to its different and similar aspects, such as media producer, media price, media dissemination, and media promotion. This is just to sensitize and communicate via responding to the needs of the electronic consumers.