College of Administration and Economics

The Department of Management Information Systems at the College of Administration and Economics, University of Mosul, discussed the master’s thesis tagged “The mediating role of the electronic spoken word in the relationship between digital marketing techniques and purchasing behavior: an exploratory study for students of the University of Mosul”

The current study submitted by the student “Shatha Nashwan Mohammed” in the Department of Management Information Systems aims to: Identify the mediating role of the electronic spoken word in the relationship between digital marketing techniques and purchasing behavior, and in order to achieve this goal, the study model was designed to meet competitive changes and challenges.

A set of results were reached, the most important of which are: that there is an indirect moral effect of the independent variable digital marketing techniques in the dependent variable of purchasing behavior through the role played by the electronic spoken word as an intermediate variable in transferring and enhancing the role reflected by the use and adoption of digital marketing techniques in achieving purchasing behavior.

The discussion committee was headed by the Dean of the Faculty, Prof. Dr. Thaeir Ahmed Saadoon Al-Samman, and the membership of Assistant Professor Dr. Mohamed Abdel Rahman Omar from the University of Zakho, and Assistant Professor Dr. Mohamed Assem Mohamed, under the supervision and membership of Prof. Dr. Ali Abdel Fattah Al-Shaher.