The impact of marketing deception in the e-procurement decision / exploratory study of students of the Business Department at the Faculty of Administration and Economics at Iraqi universities
2020, Volume 39, Issue 128, Pages 129-149
AbstractThe effects of marketing phishing practices in the e-purchase decision have been verified in a pilot with students from the Business Administration Department of Iraqi Universities through this study. The main contribution of this study is to investigate the customer's loyalty relationship with perceived deception under the moderate impact of the company's image and the mediating effect of the customer's trust. The study was held in the context of a sample of students in the Department of Business Administration in the Faculty of Administration and Economics in Iraqi universities. Current research is insufficient to explain marketing deception and a relationship in the decision to purchase electronic goods, and since social media channels have become an important social media platform that is widely used for marketing in the Arab world in general and Iraq in particular. Its purpose is to illustrate students' perception of fraudulent social media practices that led to the adoption of quantitative research as needed for our study. A total sample of 617 respondents was achieved with the help of self-managed resolution and we were able to collect 512 full resolutions. Measurement of marketing deception was taken from Chaouachi & Rached (2012), and for e-purchase decision and student loyalty, the standard of Aydin & Özer (2005) was adopted. Descriptive and evidentiary statistical tools were used for analysis and correlation analysis, and simple and multiple regression analysis under the deductive statistical section. The suggested hypothetical results that marketing deception is negatively related to the customer's trust and loyalty were rejected. We found the customer's confidence as a broker between marketing deception and customer loyalty. The study could not achieve a highly representative sample or exclusive interview from the total student population due to the conditions of home isolation, as social media was selected for the survey due to lack of time The results confirmed that there is marketing deception for all the elements of the marketing mix in social media, and these results confirm that social media sites and the Internet marketers most practice marketing deception on consumers with a high degree of marketing in their services. The four dimensions of marketing deception negatively affect consumer behavior. The study found a set of conclusions based on the results of the sample study responses, according to which a set of recommendations could be guided, including the need to activate the role of audit, control the implementation of marketing ethics and its role in creating positive images for the customer. Marketers should review the organizational structure and create a special section that monitors the phishing process in social media.
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