The impact of electronic marketing on social networking sites on the Iraqi family - a field study on the city of Tikrit

Abstract

The study aimed to explore the effects of e-marketing via social media on the Iraqi family in the city of Tikrit, as it sought to understand its reflections on the success of companies and on the values and consumer behaviors of the family. The study relied on the descriptive analytical approach and an electronic questionnaire tool that included questions about demographic and marketing effects. The results showed that e-marketing enhances the success of companies by facilitating entry into new markets, improving their interaction with customers, and discovering their needs. It also enhances the consumer values of families and increases their economic pressures, which leads to excessive consumption and weakens family cohesion. The study recommended increasing families' awareness about their conscious consumption and organizing awareness campaigns to reduce the negative effects of e-marketing on the Iraqi family.