The impact of social marketing practices in promoting digital etiquette: a descriptive and analytical study on a sample of Fallujah University students.

Abstract

Background: The research aims to know the role of social marketing practices in enhancing digital etiquette at the University of Fallujah, through a descriptive and analytical study on a sample of students amounting to (215) students. The research problem was the deficiency in some students' commitment to digital etiquette. The importance of the study is highlighted in analyzing the impact of social marketing tools on raising awareness of ethical values on the Internet and elsewhere. The research recommends the necessity for Iraqi universities to adopt innovative social marketing practices to enhance digital responsibility, and develop technological infrastructure and human resources in line with the modern digital environment.

Methodology: The research followed the descriptive analytical approach, and the data were collected via a questionnaire. The data were analyzed using the program (SPSS V.24) based on arithmetic means, standard deviations, the simple correlation coefficient (Pearson), and multiple linear regression testing to verify the influence relationships between the study variables.

Results: Analytical results indicate that the university regularly adopts social marketing tools and activates its four dimensions (social product, social pricing, social promotion, and social distribution), which has had a positive impact on digital transformation. The data showed an increase in the level of commitment to digital etiquette among students by (25%) according to the approved digital behavior standards, with a significant moral impact (p < 0.05) of social marketing practices in promoting positive digital behaviors and reducing irresponsible behaviors.

Conclusions: Social marketing practices play an important role in raising awareness among Fallujah University students about the importance of responsible digital behavior. The use of various methods such as awareness videos, graphics, and direct interaction with students also helped deliver ethical messages more effectively. The study confirms that social marketing is a real catalyst for social change in the digital environment.