The Effect of Social Marketing on Customer Behavior: An Empirical Study of Tourism Companies in Baghdad, Iraq

• Published in: The Journal of Asian finance, economics, and business Vol. 8; no. 8; pp. 191 - 203
• Main Authors: AL-KUBAISI, Hiba Ammar, IBRAHIM, Noor Khalil
• Format: Journal Article
• Language: Korean
• Published: 한국유통과학회 30.08.2021; Korea Distribution Science Association
• Subjects: Social Marketing; Tourism; Iraq; Customer Behavior
• ISSN: 2288-4637

Social marketing seeks to develop and integrate marketing concepts with other approaches to social change and aims to influence behaviors that benefit individuals and societies for the social good. The study investigates the type and level of influence of social marketing on customer behavior in tourism companies in Baghdad (Iraq). The sample size of the study is 135 people comprising directors, assistant directors, and marketing staff in tourism companies in Baghdad. A questionnaire was used as a tool to collect data and information, and was prepared by the researcher after it underwent validity, stability, and arbitration tests. The data was analyzed using the statistical program (SPSS v. 25, AMOS v.23) and statistical methods have been used to process the data represented by the arithmetic mean, standard deviation, coefficient of variation, correlation coefficient (Person), simple and multiple regression equations. The research showed significant results represented by a positive and strong relationship between the research variables. This result indicates that there is an effect on the customer's behavior. Moreover, the results of the study showed positive effects that extend from social marketing to customer behavior in the long term.