أبعاد المسؤولية الاجتماعية و دورها في تعزيز التسويق الخفي : دراسة حالة في شركة كورك للاتصالات في نينوى

Abstract EN

The research aims to determine the extent of the impact of social responsibility dimensions and its role in promoting stealth marketing at Korek Communications Company in Nineveh, as a result of the interest in social responsibility being the biggest supporter towards better performance and its positive correlation with stealth marketing in achieving goals and thus reaching success in the long run, which made Companies direct their eyes to social responsibility in their work and their interaction with society to achieve success in a competitive business environment.

Therefore, two variables were addressed in this study.

The independent variable includes social responsibility and its dimensions represented by (economic responsibility, legal responsibility, moral responsibility, voluntary (humanitarian) responsibility), The adopted variable includes the stealth marketing techniques (viral marketing, celebrity marketing, brand promoters, inflated and exaggerated marketing).

The statistical program (SPSS) was used to analyze the searched field data and extract a diagnostic description of the variables by distributing (100) forms to a sample of employees working in (Korek Communications Company in Nineveh), as (90) forms were retrieved, and in light of that Reaching a set of conclusions and proposals that are consistent with the research and achieve the greatest possible benefit.