Social Media Marketing Strategies and Their Impact on Digital Content Industry- An Exploratory Study of the Opinions of a Sample of Private University Students in Babylon Governorate

Abstract

The main goal of the current study is to measure the role of marketing strategies through social media represented by (entertainment, personalization, electronic word of mouth, and modernity) in the creation of digital content represented by (topic, compatibility of writing methods and customizing them for the Internet, content compatibility with search engines, and design. Content and method of presentation) among a sample of private university students in Babylon Governorate. The study sample consisted of (393) male and female students. Accordingly, the problem of the study was formulated in terms of the relationship between the variables included in the study, and as a result, the objectives of the study were determined, which were represented in the hypothetical plan. It crystallized the formulation of special hypotheses that were measured in the statistical package for modeling structural equations using the least squares method (SPSS.V.26) & (AMOS.V.26). To analyze what was provided by the study administration, a set of statistical methods were used, represented by exploratory and confirmatory factor analysis. And the Cronbach alpha coefficient, the coefficient of determination (R2), the normal distribution of the data, and the descriptive statistics represented by the arithmetic mean, the standard deviation, and the correlation coefficient. The results of the study showed that there is a clear and important awareness regarding the relationship between marketing strategies through social media and Digital content industrythrough descriptive analysis. For the variables of the study, as well as the existence of a positive statistical correlation and influence between marketing strategies via social media and digital content creation, as well as the effect of applying the components of marketing strategies via social media (entertainment, customization, electronic word of mouth, modernity, and green transportation) in promoting Creating digital content (topic, compatibility of writing styles and customizing them for the Internet, compatibility of content with search engines, content design and presentation method) directly and indirectly, in a way that ensures a high level of competitiveness, enhances sustainable institutional performance, raises the efficiency and productive effectiveness of the educational service, and thus achieves greater attraction. For customers to purchase university scientific services.