{"id":49005,"date":"2025-08-26T16:40:01","date_gmt":"2025-08-26T16:40:01","guid":{"rendered":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/?p=49005"},"modified":"2025-08-26T16:40:01","modified_gmt":"2025-08-26T16:40:01","slug":"academic-discussion-on-influencer-marketing-and-its-role-in-enhancing-market-share-at-the-department-of-marketing-college-of-administration-and-economics-universi","status":"publish","type":"post","link":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/2025\/08\/26\/academic-discussion-on-influencer-marketing-and-its-role-in-enhancing-market-share-at-the-department-of-marketing-college-of-administration-and-economics-universi\/","title":{"rendered":"Academic Discussion on \u201cInfluencer Marketing and Its Role in Enhancing Market Share\u201d at the Department of Marketing \u2013 College of Administration and Economics \u2013 University of Mosul"},"content":{"rendered":"

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\u2019s thesis submitted by Ahmed Abdulwahab Abdulsamad Al-Sumaidaie, from the Department of Marketing, entitled:<\/p>\n

\u201cInfluencer 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.\u201d<\/p>\n

 <\/p>\n

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.<\/p>\n

 <\/p>\n

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.<\/p>\n

 <\/p>\n

The defense session was attended in part by the Dean of the College, Professor Dr. Sinan Zuhair Mohammed Jameel.<\/p>\n

 <\/p>\n

The examining committee consisted of:<\/p>\n

 <\/p>\n

Asst. Prof. Dr. Layla Jarallah Khalil \u2013 College of Administration and Economics \/ University of Mosul \u2013 Chair<\/p>\n

 <\/p>\n

Asst. Prof. Dr. Sara Ali Saeed \u2013 College of Administration and Economics \/ University of Baghdad \u2013 Member<\/p>\n

 <\/p>\n

Asst. Prof. Mohammed Ahmed Mahmoud \u2013 College of Administration and Economics \/ University of Mosul \u2013 Member<\/p>\n

 <\/p>\n

Asst. Prof. Dr. Mundhir Khudhur Yaqoub \u2013 College of Administration and Economics \/ University of Mosul \u2013 Member & Supervisor<\/p>\n

 <\/p>\n

 <\/p>\n

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<\/p>\n

ail sector in Mosul.<\/p>\n

\"\" \"\" \"\" \"\" \"\" \"\" \"\" \"\" \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2019s thesis submitted by Ahmed Abdulwahab Abdulsamad Al-Sumaidaie, from the Department of Marketing, entitled: \u201cInfluencer 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.\u201d   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 [Read More]<\/a><\/p>\n","protected":false},"author":62,"featured_media":49006,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-49005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discussions"],"_links":{"self":[{"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/posts\/49005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/users\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/comments?post=49005"}],"version-history":[{"count":1,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/posts\/49005\/revisions"}],"predecessor-version":[{"id":49015,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/posts\/49005\/revisions\/49015"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/media\/49006"}],"wp:attachment":[{"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/media?parent=49005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/categories?post=49005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uomosul.edu.iq\/en\/administrationeconomic\/wp-json\/wp\/v2\/tags?post=49005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}