Cover
Volume 7, Issue 3 (2026)

Published: September 25, 2026

Pages: 17-30

Research Article

Digital marketing and its role in enhancing the innovative promotion of scientific research: A case study of academics’ perspectives at the College of Science – Al-Nahrain University

Sumar M. S. Shihab 1
1Presidency of Al Nahrain University, Al Nahrain University, Baghdad, Iraq
History
  • Received: October 18, 2025
  • Revised: February 11, 2025
  • Accepted: March 11, 2025
  • Available Online: September 25, 2026
DOI

https://doi.org/10.56967/ejfb2026735

Abstract

This study aims to examine the role of digital marketing, with its dimensions (communication through digital platforms, interactive participation, content marketing, search engine optimization, and academic platform marketing), in enhancing innovative promotion strategies, represented by its dimensions (innovative advertising, innovation in personal selling, innovation in sales promotion, and innovation in public relations) for scientific research, based on the perspectives of a sample of academics at the College of Science – Al-Nahrain University. The research addresses the main problem expressed as: What is the role of digital marketing in enhancing innovative promotion? The study employed the descriptive-analytical method to interpret the relationship between the variables, by collecting data through a questionnaire distributed to a sample of faculty members and postgraduate students totaling (258), and analyzing it using the statistical program SPSS v.25. The hypotheses, both main and sub, related to the correlation and impact relationships between the research variables were tested. The key findings of the study reveal a positive and statistically significant relationship between the dimensions of digital marketing and the dimensions of innovative promotion of scientific research, confirming that the use of digital tools contributes to increasing the level of dissemination and research impact.

Keywords

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