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The role of social marketing in building trust and enhancing organizational credibility in Iraqi Islamic banking.
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Sameh Riaz alrekabi1   , Mohamad Bashekouh *2 , Hosein Rahimi klur3 , Naser Sefolahi4 |
1- PhD student in Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran.
2- Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran. , m_bashekouh@uma.ac.ir
3- Associate Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran.
4- Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran. |
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Abstract: (4 Views) |
This study aimed to design a local model for developing social marketing in Iraqi organizations, focusing on building trust. The present study identifies and explains key factors, dimensions, and strategies that can be the basis for designing effective social marketing campaigns in the specific cultural-social context of Iraq. This study used a qualitative method and a grounded theory approach. The statistical population of the study consisted of managers and specialists in marketing, public relations, and social responsibility of Iraqi organizations with at least 5 years of work experience, as well as their key customers and stakeholders. Sampling was conducted using a purposive and theoretical method, and the sample size continued with 23 semi-structured interviews until theoretical saturation was reached. The data were analyzed through three stages of open, axial, and selective coding. Data analysis led to the extraction of 120 open codes, 10 axial codes, and finally 3 main dimensions as selected codes. These dimensions, which form the core of the final model, are: Organizational trust-building: with components including organizational transparency, quality of services and products, and reputation management. Social commitment and sustainability: with components such as corporate social responsibility (CSR), environmental sustainability, and social innovation. Effective interactions and communications: with components such as customer-centric communications and the use of digital channels. The presented model shows that trust in Iraqi social marketing is a multidimensional and dynamic phenomenon that is formed around three main dimensions. These dimensions operate in a mutually reinforcing cycle. The findings emphasize the importance of localizing social marketing strategies and integrating them with Iraqi cultural values. This model can be used as a roadmap for Iraqi organizations and policymakers to design and implement effective social campaigns that lead to the creation and strengthening of public trust.
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| Keywords: Social marketing, trust-building, development model, Iraqi organizations. |
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Full-Text [PDF 736 kb]
(2 Downloads)
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Article type: Research |
Subject:
General
Received: 2026/03/2 | Accepted: 2026/07/11 | Published: 2027/08/14
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