The College of Administration and Economics at the University of Baghdad discussed , a master’s thesis in field of Business Administration by the student ( Huraa Mushtaq Talip ) and tagged with (The Impact of Brand Image on Organizational Attractiveness: The Mediating Role of Social Media Marketing /aField Study of a Sample of Private Banks in Baghdad ) , Under supervision of (Asst. Prof. Dr. Sarah Ali Saeed ).
This research aims to examine the impact of Brand Image on Organizational Attractiveness through the mediating role of Social Media Marketing in a sample of Iraqi private banks. The research problem stemmed from the limited utilization of social media marketing in a manner capable of enhancing brand image and improving organizational attractiveness within the Iraqi banking environment. Accordingly, the main research question was formulated as follows: What is the impact of Brand Image on Organizational Attractiveness through the mediating role of Social Media Marketing in a sample of Iraqi private banks?
The research adopted the deductive approach as the intellectual and methodological framework for developing hypotheses and interpreting the relationships among the study variables, in addition to the descriptive-analytical approach. The research field comprised Iraqi private banks. The study population consisted of employees working in the targeted Iraqi private banks, totaling 5,295 individuals. A simple random sample of 358 respondents was selected based on Thompson’s formula. The questionnaire was employed as the primary instrument for collecting research data and information.
To analyze the data and test the hypotheses, several statistical techniques were utilized, including descriptive statistics, correlation analysis, regression analysis, and the Sobel test. Statistical analyses were conducted using SPSS Version 29 and AMOS Version 29.
The findings revealed a significant positive direct effect of Brand Image on both Social Media Marketing and Organizational Attractiveness. The results also demonstrated a significant positive effect of Social Media Marketing on Organizational Attractiveness. Furthermore, Social Media Marketing exhibited a significant indirect effect, indicating its role as a partial mediator within the proposed model.
Based on these findings, the research recommends that Iraqi private banks strengthen their brand image by improving service quality and fostering positive customer interactions. In addition, banks should adopt more effective social media marketing strategies through the development of digital content, enhancement of online engagement, and encouragement of electronic word-of-mouth communication. Such efforts can contribute to increasing organizational attractiveness and improving competitive capabilities within the digital banking environment.
