The Impact of Digital Marketing Advertising on Marketing Maturity: The Mediating Role of Brand Awareness
Keywords:
Digital Marketing Advertising (DMA), Marketing Maturity, Brand Awareness (BAW)Abstract
The research aims to reveal the impact of digital marketing advertising, represented in (advertising characteristics, advertising content, advertising design), on marketing maturity through the mediating role of brand awareness, which includes (brand knowledge, brand recall, brand popularity, brand dominance), for a sample of customers from the chain of restaurants in Diwaniyah Governorate, which includes Hadramout Restaurant, Tariq Restaurant, Garden of Eden Restaurant, Kabab Nazir Restaurant, and Tawook Restaurant. The research focused on addressing an important problem represented in explaining the impact of digital marketing advertising on marketing maturity through the mediating role of brand awareness among customers in the research sample, To achieve the aim of the research and address the issue at hand, the research relied on a questionnaire tool to measure the level of its variables. With the help of the relevant restaurant staff, 400 questionnaires were distributed, of which (378) were returned, with (17) being damaged and (361) suitable for analysis, yielding a response rate of (91.25%). Using the (SPSS & AMOS) packages, the required results were extracted. Consequently, the research generated several findings, the most significant of which is the presence of a significant correlation between digital marketing advertising, marketing maturity, and brand awareness. This highlights the interest of the studied restaurant chain in gaining customer satisfaction and loyalty to ensure the growth and stability of the restaurant's reputation in the environment and community in which it operates. Accordingly, the research recommends that restaurants focus on the quality of the service provided by understanding customer opinions regarding the nature and quality of the service during the service encounter, which enhances the restaurant's ability to mature in the job market, relying on customer awareness of the brand of the studied restaurant chain.
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