The role of influencers in promoting hidden marketing techniques An exploratory study of the opinions of a sample of customers of electronic stores in the city of Mosul

An exploratory study of the opinions of a sample of customers of electronic stores in the city of Mosul

Abstract

The research seeks to identify the role played by influencers in promoting hidden marketing techniques, and in conjunction with the new digital transformations, the widespread spread of Internet networks, and the increase in users of social networking sites, which has led to an increase in the number of electronic stores and increased demand for them by customers, this research came to show how the influence of Influencing the purchasing decision of customers. The research sample consisted of a number of customers of electronic stores in the city of Mosul. The descriptive analytical approach was used. The research began with several research questions, including the extent to which the researched individuals were aware of the variable of marketing through influencers and the variable of hidden marketing techniques. After formulating the research hypotheses, an electronic questionnaire was distributed. (105) answers were collected , The correlation and impact relationships between the two research variables were tested using many statistical methods based on the statistical program (Spss). The current research reached a number of conclusions, the most important of which is the existence of a significant correlation between the two research variables. In light of this, a number of recommendations were presented, including that online stores should choose People who influence customers and have confidence in what the influencer offers in the sustainability of the promotional means that online stores intend to provide, because it is an important element in the future.