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The Impact of Using Digital Media in Cultural Marketing | ||
| Journal of Digital Innovation in Financial and Administrative Studies (JDIFAS) | ||
| Volume 2, Issue 1, January 2026, Pages 51-62 PDF (370.4 K) | ||
| Document Type: Original Article | ||
| DOI: 10.69513/jdifas.v2.i1.a5 | ||
| Authors | ||
| Abdulazeez Hameed Ali* 1; Mohammed Fyadh2 | ||
| 1Department of Digital Media /College of Arts / Alnoor University, Mosul, 41012, Iraq | ||
| 2College of Arts and Humanities, Fujairah University, Fujairah, United Arab Emirates | ||
| Abstract | ||
| This study aims to assess the effect of effective use of digital media on cultural marketing and the success factors of a successful marketing process. The researchers used a descriptive exploratory methodology based on questionnaire administered to sample of eighty specialists pertaining to fields of culture and media. This conceptual framework utilizing an applied research methodology seeks to explore digital platforms dealing with culture and the effects on cultural awareness and cultural affecting behaviour of a sample of users of these digital platforms Facebook, Instagram, TikTok and YouTube. The study made several important findings, including that content quality, specifically the quantity and type of content represented by knowledge, storytelling and call to interaction, is related to digital engagement, specifically comments and shares. These factors were key in turning digital interest into a genuine desire to engage with and taste cultural goods. The research also found technological barriers like financial and legislative impediment to intellectual property which diminish cultural institution’s ability to invest digital media sufficiently efficiently as well as infrastructural impediment. The study recommends that agencies of cultural industries and productions must recognize and invest in the diverse potentials of digital media for cultural marketing at the local and international levels. This also means these institutions will have to have strategies, policies and capacities that will allow them to take scientific and practical measures in relation to the processes of marketing cultural products. | ||
| Keywords | ||
| Digital Media; Cultural Marketing; Cultural Awareness; Digital Content Quality; Audience Engagement | ||
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