The Impact of Social Media on Media Campaigns: A Case Study of Tourism Companies in Baghdad
Prof. Dr. Zuhair Abbas Aziz
Al-Mustansiriyah University, Baghdad, Iraq
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http://doi.org/10.37648/ijps.v21i01.023
Abstract
This study aims to evaluate the impact of social media on directing and ensuring the success of media campaigns, with an applied study on tourism companies operating in Baghdad. The research adopted a descriptive-analytical approach, utilizing a questionnaire distributed to a purposive sample of (100) social media users in Baghdad. The findings revealed that the audience for these campaigns is predominantly young (65%) and holds university degrees; however, the majority belong to the limited-income bracket (60%), which makes their travel decisions seasonal or infrequent. Furthermore, the study uncovered a significant gap between digital engagement with media campaigns and actual booking behavior. Despite the efficacy of digital marketing, a substantial proportion of the audience (45%) still prefers to finalize bookings and make payments through traditional offices, primarily due to a trust crisis concerning e-payment systems within the local environment. Finally, the study concludes that tourism companies must adapt their media messaging to align with the economic situation of the youth demographic, while strategically integrating consumer reassurance regarding payment mechanisms into the core objectives of their campaigns.
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