The impact of smart marketing on purchasing decisions: A survey of a sample of students at Al-Noor private University in Nineveh Governorate

Abstract

The current research aims to demonstrate the impact of smart marketing on purchasing decisions from the perspective of a sample of students at Al-Noor private University in Nineveh Governorate. In light of the significant role and marketing efforts exerted by the university administration to achieve leadership, the research problem was represented by the main question: What is the impact of smart marketing on purchasing decisions ? In light of this, two main hypotheses were formulated to select the relationship between the research variables in line with the hypothetical model prepared by the researchers. the researchers used the descriptive analytical approach and adopted a questionnaire as a tool for collecting data from (109) students at the university under study. The data was analysed using the statistical programme (SPSS) to test the research hypotheses and interpret the relationship between its variables. The research reached a set of results, most important of which was the existence of a correlation and impact of smart marketing on purchasing decisions.