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Menampilkan 1–2 dari 2 artikel
An Interactive Study Between Green Marketing and the Competitive Capabilities of Electronic Banking Services Institutions in Iraq
Hassan Daghwi Obaid
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Vol 3
, No 4
(2025)
This interactive study examines the impact of green marketing on the development of competitive capabilities in Iraqi companies, highlighting its role as a strategic approach for achieving sustainable market advantage. Green marketing involves environmentally responsible practices in product design, pricing, promotion, and distribution, which contribute to building brand reputation and operational excellence. The study explores the relationship between green marketing initiatives and enhancing f...
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The Impact of Social Media Marketing on Brand Awareness, Brand Engagement and Purchase Intention in Emerging Economies
Hassan Daghwi Obaid
International Journal of Islamic and Economic Education
Vol 2
, No 3
(2025)
Abstract: This study investigates the impact of social media marketing (SMM) on brand awareness,brand engagement, and purchase intention across five emerging European economies: Albania,Kosovo, Romania, Ukraine, and North Macedonia. Anchored in the Uses and Gratifications Theory(UGT) and the Consumer Brand Engagement (CBE) model, the research employs Partial LeastSquares Structural Equation Modeling (PLS-SEM) to examine the complex interrelationships amongthese constructs. Findings reveal that S...
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