The Effect of Social Media Marketing on Reducing the Cognitive Dissonance and Switching Intentions of the Customer: An Analytical Study of the Opinions of a Sample of Employees Working in the Colleges of the University of Al-Qadisiyah

Abstract

The Present research aims to identify the Effect of social media marketing represented by (identity, conversations, Sharing, presence, reputation, relationships, and groups). In reducing the cognitive dissonance represented by (emotional dissonance, Wisdom of purchase cognitive dissonance, Concern over deal dissonance arising as a result of the treatment of service providers). And customer switching intentions among a sample of working employees, The employees of the colleges of the University of Al-Qadisiyah, totaling (1053) employees , Accordingly, the questionnaire tool was used in order to show the measurement of the level of availability of research variables in a sample of (291) employees. In order to reveal the nature of the results that the study seeks to achieve, a set of statistical tools must be used, which is represented by: (Normal distribution, structural modeling equation, Cronbach's alpha coefficient, mean, standard deviation, Pearson correlation coefficient, and regression coefficients that were extracted by (SPSS.V.27 ; AMOS.V.26), Accordingly, the results of the research showed that there is a direct and indirect correlation and impact between the independent variable (social media marketing ) by seven dimensions (identity, conversations, Sharing, presence, reputation, relationships, and groups), And the dependent variable (switching intentions) as a one-dimensional variable, And the mediating variable (cognitive dissonance) by three dimensions (emotional dissonance, Wisdom of purchase cognitive dissonance, Concern over deal dissonance arising as a result of the treatment of service providers), Perhaps the most important findings of the research were represented in directing the promoting companies their interests towards the formulation of regulations and clear cognitive procedures to build clear knowledge among customers about the importance of the products being promoted.