Highlights from the Marketing in the Immersive Age Session at the 5th International Conference on Administrative and Financial Sciences
As part of the 5th International Conference on Administrative and Financial Sciences (ICAFS 2025), Cihan University – Erbil hosted a significant session titled “Marketing in the Immersive Age” on January 29, 2025, in the Conference Hall. The session was chaired by Prof. Dr. Alaa Abdul Salam Al-Yamani from the University of Mosul, Iraq, with Assistant Lecturer Muslim Najeeb Zaidan from Cihan University – Erbil, Kurdistan Region, Iraq, serving as co-chair.
The session featured a series of research presentations that explored the latest developments in AI-supported marketing and data analytics, including: “Understanding Post-Sale Dynamics: The Role of Consumer Expectations and Attitudes Toward Marketing” presented by Dr. Alaa Salam Jameel, this research discussed the importance of post-sale activities in customer retention strategies, emphasizing the need for transparency and business ethics to build trust and loyalty.
“AI Marketing Practices Influence on Customer Loyalty: Perceived Value as a Mediator” presented by Assistant Lecturer Azwar Mehdi, this research examined the impact of AI marketing on customer loyalty, stressing that enhancing perceived value is crucial for increasing loyalty.
“Artificial Intelligence in Social Media: Opportunities and Perspectives” presented by Assistant Professor Dr. Raad Abdulkareem Shareef, this research explored the opportunities and challenges AI presents in improving brand-consumer interactions on social media platforms.
“Quality 4.0 and Big Data Marketing: A Systematic Literature Review” presented by Dr. Omar Ali Ismael, this research reviewed the relationship between Quality 4.0 and big data marketing, highlighting the role of predictive analytics in customer relationship management and increasing customer satisfaction.
“The Impact of Customer Satisfaction on Retention Rates: An Applied Study Using Predictive Statistical Analysis” presented by Dr. Ömer Süer, this study discussed the significance of predictive analytics in retention strategies, emphasizing that service quality and personalized customer interactions are vital for building loyalty.
The session underscored the significant role of artificial intelligence and big data in transforming marketing strategies, focusing on how to improve customer experiences and enhance marketing campaigns to achieve business growth in the digital age. At the end of the session, interactive discussions were held to address questions from the audience and exchange ideas, sparking academic debates and opening avenues for new developments in the field.
