With the acceleration of the wave of technological developments, the advertising industry started to abandon its traditional tools adopted in addressing customers. The advertising landscape through social media networks has become the most visible way to communicate and interact with customers. However, the advertising messages launched by marketers on these networks do not receive an adequate response from the target customers. The credibility of the information provided by advertisements on social media networks platforms is still questionable by many customers. Which may reduce the effectiveness of these advertisements and undermine the efforts of marketers to generate sufficient conviction among customers to buy. Therefore, this study seeks to test the impact of advertising credibility on purchase intentions among Iraqi Facebook users. In order to achieve this goal, adopted a quantitative approach by surveying a sample of 487 respondents. The results showed that advertising credibility had a moderately positive effect on purchase intentions. The study recommended that marketers should be keen to provide realistic and honest information about marketing offers in their advertising messages.

With a marketing environment in which the winds of change are intense due to technological developments, CRM based on modern technologies and the Internet has become an indispensable step to achieve the best response and build a superior customer experience among service organizations. Therefore, the study sought to provide an insight that reveals the importance of the influence and correlation relationship between E-CRM and the customer experience in the field of E-banking service. A structured questionnaire was used to survey a sample of 472 customers who use E-services in commercial banks operating within the administrative boundaries of Basra Governorate -Iraq. The results showed that E-CRM is an important variable in building an experience that the customer sees as distinct. The study recommended that banks should seek to employ networks or digital platforms as effective channels to achieve real rapprochement with customers and build an experience that the customer sees as wonderful.

In today's digital world, marketers are facing challenges that make them care about customer engagement more than ever. The technological developments and the wide spread of the Internet have enhanced the role that customers play in creating value for the marketer, which has gone beyond buying to online interaction and engagement behaviors. Therefore, the study sought to examine the effect of inbound marketing as an approach described as the most effective in the digital age on encouraging online customer engagement. Therefore, the study sought to examine and diagnose the nature of the influence of inbound marketing as an approach described as the most effective in the digital age to encouraging online customer engagement. In the field axis, the study relied on a quantitative approach by targeting retail stores in Basra Governorate – Iraq, A sample of (237) retailers was surveyed using the random sampling method. The results showed that there is a narrow interest of retailers in the inbound marketing approach in enhancing online customer engagement, which focuses mainly on the presence of those retailers on social media networks.

In the midst of a business environment that gave the customer an advanced position in the interests and orientations of marketing organizations, the method of nonverbal communication comes to occupy an important and integrated space with verbal or word communication in the field of interaction with customers in order to achieve the best response to them and build the image and positive view towards service organizations. Therefore, the current study sought to measure the influence of nonverbal communication behaviors and signals practiced by frontline employees in service organizations on the perceptions of customers during the encounter that happens between the two parties. The banking sector was chosen as a domain of study, and the quantitative approach and the random sampling method were adopted through the participation of 397 customers who received different services from banks operating in Basra Governorate - Iraq. The results indicated that the behaviors and cues related to nonverbal communication used by the frontline employees of the respective banks positively affect the perceptions of the customers surveyed, and among the silent cues in this form of communication, body language had the strongest influence on customer perception in service encounters. The study recommended that banks should strive to create a friendly climate in providing service in which work is based on the principle of customer friendship, where nonverbal communication is integrated with verbal. <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0970/a.php" alt="Hit counter" /></p>

In the light of the business environment dominated by marketing noise and advertisements that surround us from every angle, relying on the popularity of social networks has become insufficient to pass advertising messages into the minds of the customers. We live today amid a sea of advertising clutter that undermined the efforts of marketers in conveying their voices to target customers. Besides, technology has given customers greater opportunities to choose the appropriate way to deal with advertising messages, whether by ignoring or blocking them. Therefore, the study sought to reveal the extent of the existence of advertising clutter on social media networks and its relationship to advertising avoidance, and then determine the role that celebrity endorsement can contribute to breaking this clutter and reducing advertising avoidance. The study adopted the quantitative approach in measuring its variables by surveying a large sample of Iraqi social network users, which numbered (837) respondents. The study concluded that advertising clutter on social networks has reached unjustified and unwelcome levels. Moreover, the results confirmed that the celebrity endorsement strategy has a prominent role in penetrating clutter and reducing advertising avoidance.