Emotional Marketing and Customer Loyalty among Apple Device Users in Kirkuk Governorate

                2026-05-29
              

Published

                1-13
              

Pages

OPEN

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Ayad Fadhil Mohsin

Abstract

Purpose: This study aimed to examine the effect of Metaverse marketing dimensions (Immersion, Interactivity, Personalization, and Digital Trust) on the purchasing behavior of university students in Baghdad.

Methodology: This study employed a descriptive-analytical approach. Data were collected using a structured electronic questionnaire distributed to a stratified random sample of 400 university students across different academic specializations and institutions.

Results: The study found that all four dimensions of Metaverse marketing had a significant positive effect on students’ purchasing behavior, with Digital Trust showing the strongest influence. The regression model explained 56% of the variance in purchasing behavior, indicating the robustness of the relationship among the dimensions.

Conclusions: The findings indicate that enhancing immersion, interactivity, personalization, and digital trust in virtual marketing environments effectively drives purchasing behavior among digitally active students.

Limitations: This study is limited to university students in Baghdad and focuses on their interactions with virtual marketing environments, which may not be generalizable to other demographics or regions.

Contribution: This study contributes to the literature by providing empirical evidence of how specific dimensions of Metaverse marketing influence real purchasing behavior, offering practical insights for marketers to optimize virtual engagement strategies in emerging digital marketplaces.

Administrative Performance Governmental Universities Green Information Technology Kirkuk Governorate Sustainable Development

How to Cite

Mohsin, A. F. (2026). Emotional Marketing and Customer Loyalty among Apple Device Users in Kirkuk Governorate. Journal of Economics, Management, Entrepreneurship, and Business, 6(1), 1-13. https://doi.org/10.52909/pnwvq311

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