Digital promotion strategies via social media from the perspective of Iraqi promoters

A field study

Abstract

Objectives: This research aims to identify the digital promotion strategies adopted by Iraqi promoters through social media platforms and analyze the most significant challenges and opportunities associated with these practices. It also seeks to evaluate the effectiveness of these strategies in achieving promotional campaign objectives such as attracting attention, increasing sales, and building brand identity.
Methodology: The researcher adopted the survey method for data collection using a questionnaire distributed to a sample of (77) Iraqi promoters working in digital promotion across social media platforms. The collected data were analyzed statistically to identify indicators of promotional practices and the challenges they encounter.
Results: The results showed that Iraqi promoters do not rely on written or scientifically structured strategies; instead, they depend primarily on their personal skills and practical experience to determine promotional methods for each product. The study also highlighted the importance of high-quality camera angles, the combined use of video and images, the employment of well-known personalities, and effective engagement with audience comments as key factors for the success of promotional campaigns.
Conclusion: The findings indicate the need to develop the skills of digital promoters and encourage them to adopt innovative advertising campaigns that consider the characteristics and interests of Iraqi consumers. Additionally, formulating clear promotional strategies would enhance the effectiveness of digital campaigns and help achieve their objectives more efficiently.