The role of influencer marketing in enhancing customer experience management in the context of the interactive impact of marketing integrity
AN ANALYTICAL SURVEY OF THE OPINIONS OF A

SAMPLE OF MANAGERS OF TELECOMMUNICATIONS COMPANIES IN IRAQ
A Dissertation Submitted to the Council of the Faculty
of Administration & Economics / Karbala University It
is part of the requirements to obtain of a certificate
Doctor Philosophy in Business Administration

by

Athraa hadi kadhim- AL.amri

Supervised by
Prof. Dr.

Alaa Farhan Taleb -ALdamei

Prof. Dr.

Faisal Alwan AL-Taee

The study mainly aims to determine the interactive (modifier) role of marketing
integrity with its sub-dimensions in enhancing customer experience management at the
level of a sample of telecommunications companies in Iraq, based on a major problem
diagnosed with several questions that included the extent to which the influence and
interaction relationships between variables are perceived in the field. To root the
philosophical foundations, the study adopted a model (2016, Zietek) to measure
influencer marketing, which included four dimensions (Authenticity, long-term
relationships, Co-Creation , micro influencers) and a model a model (Stein, 2015)
to measure customer experience management, which included five dimensions (the
sensory dimension, the cognitive dimension, Affective dimension , the physical
dimension, the social dimension).a model (Xiao, 2010) to measure marketing
integrity, which consists of five dimensions ( Sincerity, honesty, Cordiality , trust,
Goodwill ,To follow the law )
The questionnaire was used as a main tool in collecting data and information for the
study, as well as some personal interviews with the sample members who were
represented by a group of leaders and followers in the study sample companies,
whose number reached (166) managers of companies, heads of departments,
divisions and units, as well as Managing directors of companies. For the purpose of
statistical analysis and treatment, the study relied on exploratory and confirmatory
factor analysis as basic structural tests for the validity of the approved standards,
and a set of descriptive statistical measures were used, the Pearson correlation
coefficient (Structural Equation Modeling). (To measure impact relationships,
Modification Analysis) To measure the level of influence that the modified variable
enters between the independent and dependent variable after creating the interaction
variable. These methods were used by the statistical programs (SPSS V. 23 ; Amos
V.23). Several conclusions were reached through the study, the most important of
which was that the interest and endeavor of the study sample companies’
administrations to apply and implement marketing integrity at the field level would
modify or enhance the impact of influential marketing in managing customer
experience, and thus this proves the modified role of the variable Marketing
integrity in the relationship between influencer marketing and customer experience
management