The Marketing Decision Support System as a Mediating Variable for the Impact of Hidden Digital Marketing on Customer Attraction A Field Study of the Opinions of a Sample of LC Waikiki and DeFacto Customers in the Kurdistan Region of Iraq

Abstract

The aim of this research is to highlight the impact of covert digital marketing on enhancing the ability to attract a greater number of customers, given the presence of a mediating variable, the marketing decision support system. The research also aims to reflect the impact of this impact on expanding the customer base of organizations, including the field under study, by attracting new customers. Furthermore, it aims to identify the most influential factors of covert digital marketing in attracting new customers, represented by a sample of LC Waikiki and DeFacto customers in the Kurdistan Region of Iraq. This environment is currently subject to the need for technical advancement, keeping pace with modern marketing technologies, and using various and distinct methods to market their products. The researchers sought to include a number of questions that express the research problem, which served as the basis for constructing the field aspect of the research. To answer these questions, a hypothetical research plan was formulated to reflect the relationships and influences between the research variables. This resulted in a set of main and sub-hypotheses that were tested using a number of statistical methods for the data collected via questionnaires distributed to (160) research subjects in these organizations. The research reached a set of conclusions, the most important of which indicated the relationships of influence between the researched variables. Hidden digital marketing has a direct impact on customer attraction, which has been proven to have a direct impact on the marketing decision support system.