The Department of Marketing Management at the College of Administration and Economics, University of Mosul, witnessed on Monday, August 3, 2026, the discussion of the Master’s thesis entitled “Stealth Marketing and Its Role in Enhancing Customer Trust in the Commercial Sector,” presented by the student Omar Abdulrahman Sabbar Al-Aithawi, in Discussion Hall No. (1).

​The study aimed to identify the concepts of stealth marketing and customer trust along with their dimensions, and to diagnose the nature of the correlation and impact relationship between them at both total and partial levels, contributing to the understanding of the role of modern marketing practices in enhancing customer trust and supporting marketing performance in the commercial sector.

​The study reached a number of conclusions, most notably that stealth marketing effectively contributes to attracting customer attention and enhancing their engagement with products through the employment of various methods, including viral marketing, celebrity marketing, and marketing through electronic games and music, which enhances the spread of marketing messages and increases their impact. The results also showed that customer trust is enhanced through the store’s fulfillment of its commitments, product quality, sales representatives’ efficiency, and the ease of using electronic platforms, confirming that trust-building relies on the integration of organizational, personal, and digital aspects. Furthermore, the study indicated a statistically significant positive correlation between stealth marketing and customer trust, reflecting the importance of utilizing this type of marketing to strengthen relationships with customers and consolidate their trust.

​The discussion committee consisted of: ​Professor Dr. Ala’a Abdulsalam Yahya – College of Administration and Economics / University of Mosul – Chairman. ​Professor Dr. Dhergham Ali Muslim – Administrative Technical College / Al-Furat Al-Awsat Technical University – Member. Associate Professor Omar Yassin Muhammad – College of Administration and Economics / University of Mosul – Member. ​Professor Dr. Laila Jarallah Khalil – College of Administration and Economics / University of Mosul – Member and Supervisor.