The impact of institutional, cultural marketing on the Arab public through e-advertisement

DOI: 10.46988/IJMMC.05.02.2023.03

Abstract

The study aimed to identify the impact of institutional, cultural marketing on the Arab public through electronic advertisements and clarify how institutions and companies use cultural marketing in their electronic advertisements in a descriptive study based on the survey studies approach. It consists of 240 respondents from some Arab countries.

The most important result it reached is that institutions' use of electronic marketing in marketing their products was continuously at a rate of 73.33. It also showed the extent of the impact of electronic advertising on the development of institutional marketing, and it came with a significant effect of 80.42. It was also found that electronic advertising greatly impacted the development of institutional marketing. That's 80.42.

As for the recommendations, the most important was the need to pay attention to e-marketing in general, institutional, and cultural marketing in particular, and to intensify awareness of the importance of using cultural marketing from various institutions to support societal issues. The link between cultural, institutional marketing and e-marketing because of its importance and speed in reaching and influencing the public.