Marketing Mood Management to achieve Organizational Sustainability through Emotional Adjustment

(An analytical study of the opinions of workers in the marketing departments of electronic sales centers in Baghdad)

A Thesis Submitted to

The Council of the Faculty of Administration and Economics / University of Karbala

As Partial Fulfillment of the Requirements for the Doctoral Degree in Business Administration

By:

Mortada Mohsen Taher Al-Taie

Supervise by:

Ass. Prof. Dr. Ilham Nazem Abdel-Hadi
Ass. Prof. Dr. Hossam Hussein Shiaa

Abstract

      The main objective of the current study is to test how marketing mood management can affect the achievement of organizational sustainability through emotional adjustment. The study started from a problem that was summarized by a set of questions, the most important of which is what is the extent of the effect of marketing mood management on organizational sustainability through emotional adjustment in electronic sales centers in Baghdad governorate? In order to answer the questions of the study and achieve its objectives, electronic sales centers in Baghdad were adopted as a field for applying the study. The study population consisted of all individuals working in electronic sales centers in Baghdad governorate, and a group of (135) marketers was chosen as a sample responding to the study. After collecting data and information through the questionnaire form from the study sample, it was analyzed using (SPSS V. 25) and (SmartPLS 3) programs, and (Microsoft Excel 2016) was used to represent the results with charts. After analyzing the results of the study, a number of conclusions were reached, the most important of which was that there is a significant effect of marketing mood management in achieving organizational sustainability through emotional adjustment in electronic sales centers in Baghdad governorate, and this in turn indicates that emotional adjustment works to transfer the influence of marketing mood management in achieving organizational sustainability. As for the most important recommendations, it was represented that if the electronic sales centers in Baghdad governorate want to achieve organizational sustainability, they must rely on marketing mood management and emotional adjustment, as they are important concepts that have a great impact on customers and the organization as a whole.

Keywords: Marketing mood management, Emotional adjustment, Organizational sustainability, and Electronic sales centers in Baghdad.