The role of digital marketing in the strategic recovery of the Ministry of Electricity: An analytical study of the opinions of a sample of beneficiaries of the Ronaki project in Erbil city / Kurdistan Region of Iraq.

Résumé

This research aims to understand the nature of the relationship and impact between digital marketing, represented by its dimensions (attraction, communication, learning, and retention), and strategic recovery, represented by its dimensions (compensation, response speed, apology, and initiative), from the perspective of a sample of beneficiaries of the Ronaki project in Erbil, Kurdistan Region of Iraq. The research framework is defined by the research problem, which poses a key question about the nature of the relationship and impact between the two variables. A hypothetical framework was designed to express the relationships and impact, leading to two hypotheses, which were then subjected to statistical testing using SPSS version 25. The research adopted a descriptive-analytical approach, describing the main and sub-variables and analyzing the relationships and impact. The research population consisted of all beneficiaries of the project's services in Erbil, and 483 beneficiaries were selected to represent the research sample. The research reached a number of practical conclusions, most notably the existence of a relationship and impact of digital marketing on achieving strategic recovery. The research recommended that managers at the Ministry of Electricity focus on maintaining high levels of these variables, as well as leveraging the strong relationships between them to support the dimensions of strategic recovery.

Keywords: Digital Marketing, Strategic Recovery, Ronaki Project, Ministry of Electricity, Kurdistan Region of Iraq.