Effect of Social Media Marketing on Reducing Cognitive Dissonance An analytical Study of the Opinions of a Sample of Employees Working in the Faculties

Abstract

ABSTRACT: The current research sought to identify the impact of marketing through social media represented by (identity, conversations, Sharing , presence, reputation, Relationship, and groups) in reducing the cognitive dissonance represented by (emotional dissonance, cognitive dissonance, and dissonance arising as a result of the treatment of service providers) among A sample of employees working in the faculties of the University of Al-Qadisiyah, totaling (1053) employees, and accordingly the questionnaire tool was used in order to show the measurement of the level of availability of research variables in a sample of employees numbering (291) employees, and in order to reveal the nature of the results that the study seeks to achieve It is necessary to use a set of statistical tools, which were represented by (normal distribution, structural modeling equation, Crow-Becher's alpha coefficient, arithmetic mean, standard deviation, Pearson correlation coefficient, and regression coefficients that were extracted by (SPSS.V.27 ; AMOS.V). 26), and accordingly, the results of the research showed that there is a direct and indirect correlation and effect between the independent variable (marketing through social media) and seven dimensions (identity, conversations, Sharing , attendance, reputation, and Relationship, groups), and the dependent variable (cognitive dissonance) with three dimensions (emotional dissonance, cognitive dissonance, and dissonance arising as a result of the treatment of service providers). Clear to customers the importance of the products being promoted