26 August، 2025
Academic Discussion on “Influencer Marketing and Its Role in Enhancing Market Share” at the Department of Marketing – College of Administration and Economics – University of Mosul
On Tuesday, August 26, 2025, the Discussion Hall No. (1) at the College of Administration and Economics, University of Mosul, hosted the defense of the master’s thesis submitted by Ahmed Abdulwahab Abdulsamad Al-Sumaidaie, from the Department of Marketing, entitled:
“Influencer Marketing as a Mediating Variable in the Relationship Between Purchase Intention and Market Share Enhancement: A Field Study in Selected Retail Stores in the City of Mosul.”
The study aimed to explore the concepts of influencer marketing, purchase intention, and market share, and to analyze the relationships among these variables. It also sought to highlight the role of purchase intention as a moderating variable in the relationship between influencer marketing and market share enhancement. Furthermore, the research focused on offering practical proposals and implementation mechanisms to improve the performance of the surveyed retail stores and strengthen their competitiveness.
The findings revealed that influencer marketing plays a significant role in enhancing the market share of retail stores in Mosul. Results showed a statistically significant correlation and impact, confirming that relying on influencers and public figures represents a modern strategic direction to gain competitive advantage in local markets.
The defense session was attended in part by the Dean of the College, Professor Dr. Sinan Zuhair Mohammed Jameel.
The examining committee consisted of:
Asst. Prof. Dr. Layla Jarallah Khalil – College of Administration and Economics / University of Mosul – Chair
Asst. Prof. Dr. Sara Ali Saeed – College of Administration and Economics / University of Baghdad – Member
Asst. Prof. Mohammed Ahmed Mahmoud – College of Administration and Economics / University of Mosul – Member
Asst. Prof. Dr. Mundhir Khudhur Yaqoub – College of Administration and Economics / University of Mosul – Member & Supervisor
This thesis is aligned with Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure), by highlighting influencer marketing as an innovative approach that supports market competitiveness and enhances the efficiency of the ret
ail sector in Mosul.
