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The Contribution of Digital Platforms to Enhancing Pink Marketing | ||
| Journal of Digital Innovation in Financial and Administrative Studies (JDIFAS) | ||
| Volume 2, Issue 2, July 2026, Pages 1-16 PDF (526.83 K) | ||
| Document Type: Original Article | ||
| DOI: 10.69513/jdifas.v2.i2.a1 | ||
| Authors | ||
| Fairouz Nabil Salem Al-Sulaivani* 1; Ala’a Abd Al Salam Yahya Al-Hamdani2 | ||
| 1University of Mosul,College of Administration and Economics Departmen of Business Administration | ||
| 2University: University of Mosul College / Faculty: College of Administration and Economics | ||
| Abstract | ||
| This study aimed to identify the correlation and impact of the digital platforms variable—with its dimensions: digital infrastructure, digital innovation, digital interaction, and digital qualification of human resources—on the dependent variable, pink marketing, with its dimensions: pink product, pink price, pink promotion, pink distribution, and brand. The problem of the study manifested in the organization's shortcomings in effectively exploiting digital platforms to support pink marketing and achieve a competitive advantage in a highly competitive environment filled with challenges related to financial capabilities and the absence of a digital strategy. This limits the organization's ability to meet customer needs and strengthen its market position. To achieve the study’s objective, the Flormar Cosmetics Company in Mosul was chosen as the field of study. The study population consisted of the company's customers, who were selected randomly. The study utilized a questionnaire as the primary tool for field data collection. A total of 275 questionnaires were distributed, and 264 valid responses were recovered for statistical analysis, representing the current study sample. Meanwhile, 11 recovered forms were deemed invalid for statistical analysis due to various reasons and were excluded to maintain the accuracy of the results.The study sought to test a set of main and sub-hypotheses to clarify the nature of the relationship and impact of the independent variable on the dependent variable, in line with the study's objectives and its conceptual framework. The study adopted a descriptive-analytical approach. For statistical data processing, the ready-made software SPSS (v.24) was utilized. | ||
| Keywords | ||
| Digital Platforms; Pink Marketing; Flormar Cosmetics Company in Mosul | ||
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