ISSN: 2226-3624
Open access
This research aims to identify the impact of social media marketing strategies on achieving institutional excellence at Ashur Hotel Company in Iraq. The researcher reviewed prior studies on social media marketing strategies — particularly precise target-audience identification, influencer marketing, and user marketing — as well as prior studies on institutional excellence. A questionnaire was designed to test the study hypothesis and distributed to 51 employees at Ashur Hotel in Iraq across three categories: management staff, front-line staff, and back-line staff, yielding 47 valid responses for analysis. The hypothesis was tested using SPSS, applying descriptive statistics, the Kruskal–Wallis test, correlation analysis, and simple regression. Results showed a strong, positive, statistically significant correlation (R = 0.739) between social media marketing strategies and institutional excellence, with the independent variable explaining 54.6% of the variance in institutional excellence (R² = 0.546). The research concluded that a positive, direct relationship exists between social media marketing strategies and institutional excellence at Ashur Hotel Company in Iraq, and recommended integrating social media management into a dedicated organizational unit supporting institutional excellence.
Abdel Mawla, H. M. S. (2025). Employing reverse marketing strategies on government Facebook pages and their relationship to public mood: An analytical study [in Arabic]. Journal of Digital Media Research, (8), 479–508.
Abu Bakr, M. A. A. M., & Awad, A. M. A. (2023). The impact of remote work on institutional excellence: A field study on the National Bank of Egypt [in Arabic]. Scientific Journal of Economics and Trade, (3), 453–486.
Ahmed, N. H. A. Q. (2022). The impact of entrepreneurship strategies on institutional excellence: A case study of a sample of entrepreneurs in Khartoum State, 2021–2022 [in Arabic]. Al-Qulzum Scientific Journal, (26), 97–134.
Al-Azzaz, A. A. A. K. (2025). Social media marketing strategies and their impact on customer loyalty [in Arabic]. Journal of Economic, Administrative and Legal Sciences, 9(7), 1–16.
Al-Baladi, S. B. S. B. M., Al-Qurashi, S. B. A. B. M., & Al-Shammari, W. B. S. B. M. (2026). The impact of digital transformation on achieving government institutional excellence: A field study on employees of the Saudi Red Crescent Authority in Taif Governorate [in Arabic]. Arab Journal for Scientific Publishing, (88), 91–129.
Al-Harithi, B. M. (2024). Administrative organization and its impact on achieving institutional excellence: An applied study on Abdul Latif Jameel Company [in Arabic]. Journal of Economic, Administrative and Legal Sciences, 8(Suppl.), 76–93.
Al Humeisat, E. K. I. (2022). Effect of strategic management practices on organizational excellence. Journal of Hunan University Natural Sciences, 49(4).
Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing-ESIC, 29(1), 114–135. https://doi.org/10.1108/SJME-08-2023-0219
Al-Jabalawy, A. Z. A. S. (2017). Marketing via social media [in Arabic]. Scientific Journal for Media and Communication Technology Research, (2), 132–146.
Al-Juhani, W. T., & Taybah, H. B. A. Q. (2023). Digital leadership and its impact on institutional excellence: A field study on employees of the Ministry of Hajj and Umrah in Makkah [in Arabic]. Alam Al-Tarbiya, (81), 84–133.
Al-Kass, N. A.-D. A.-A. F. (2020). Knowledge management and its impact on distinguished institutional performance: A study of the views of a sample of employees at MTN Telecommunications Company [in Arabic]. Journal of Economic and Administrative Sciences, 21(2), 31–45.
Al-Nadawi, M. (2017). Political marketing strategy in electoral campaigns [in Arabic]. Rihanat Journal, (41), 4–16.
Al-Qaidi, A. B. H. (2025). Developing the institutional performance of student clubs in light of institutional excellence models: The United Kingdom as a case study — a proposed model [in Arabic]. Jazan University Journal of Humanities, 13(3), 1–23.
Al-Qulaiby, M. M. O. (2019). Readings on the concept of strategy [in Arabic]. Scientific Journal for Commercial and Environmental Studies, 10(4), 1–27.
Al-Ruqi, S. M., & Al-Mustadi, W. A. A. R. (2024). The role of entrepreneurial leadership in achieving institutional excellence: A field study on employees of Tabuk University, 1444/2022 [in Arabic]. Journal of Economic, Administrative and Legal Sciences, 8(6), 69–86.
Al-Shayeb, S. N. A., Abu Warda, S. H. M., & Radwan, S. A. (2025). The role of organizational agility in institutional excellence: A comparative study between Jordanian public and private universities [in Arabic]. Journal of Contemporary Business Studies, (19), 192–241.
Al-Sherbiny, A. F. M. I. (2026). The impact of consumer-generated user (C.G.U.) marketing via social media on the purchasing decisions of Egyptian youth [in Arabic]. Journal of Digital Media Research, (10), 405–529.
Al-Zayat, A. A. A. L. M. (2025). Influencer marketing strategies on social media to support Egyptian products as an alternative to boycotted products: An analytical study [in Arabic]. Egyptian Journal of Media Research, (90), 187–243.
Arabi, D. M. F. I. (2026). Employing cause-related marketing strategies on for-profit corporate pages in brand promotion via “Facebook”: An analytical study [in Arabic]. Journal of Media Research, 77(5), 3501–3588.
Bashar, B. A. H., Al-Boainain, M. I., & Al-Nasser, S. I. S. (2022). Strategic planning and its role in achieving institutional excellence: An applied study on Nationality, Passports and Residency Affairs at the Ministry of Interior in the Kingdom of Bahrain [in Arabic]. Rimah Journal for Research and Studies, (68), 343–366.
Bogacki, S., Rymarczyk, P., Smutek, T., Rutkowski, M., & Chmielowska-Marmucka, A. (2024). Advanced methods for target audience identification: enhancing marketing strategies through machine learning and data analytics. Journal of Modern Science, 57, 417–435. https://doi.org/10.13166/jms/191180
Breik, A.-Z. (2022). Marketing via social media: Planning strategy and the reality of practice — an analytical study of Facebook pages of mobile-phone subscriber institutions in Algeria, “Djezzy and Mobilis” [in Arabic]. Journal of Human Sciences, 22(2), 755–772.
Chen, L. (2023). Effective strategies for attracting and engaging target audiences in today’s competitive market. Journal of Education, Humanities and Social Sciences, 16, 141–147. https://doi.org/10.54097/ehss.v16i.9587
Curtis, K. R., & Allen, S. (2018). Target market identification and data collection methods. All Current Publications.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. https://doi.org/10.1362/146934715X14441363377999
Hassi, M. (2016). Social media and commercial marketing: A study on importance and features [in Arabic]. Cultural Dialogue Journal, 5(1), 272–281.
Hijazi, M. F. (2024). Institutional excellence between theory and practice [in Arabic]. Journal of National Security and Strategy, 2(3), 80–87.
Jami Pour, M., Hosseinzadeh, M., & Amoozad Mahdiraji, H. (2021). Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework. Foresight, 23(6), 655–678. https://doi.org/10.1108/FS-01-2021-0005
Katach, K. (2022). Influencers on social media: A study of the reality of their impact on the purchasing behavior of Algerian youth — a field study in Constantine Province [in Arabic]. Al-Hikma Journal for Media and Communication Studies, (4), 1–23.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Mahmoud, M. M. N. H. M. (2025). The impact of green marketing strategies used via digital platforms on Egyptian consumer behavior: A field study on Tupperware product users [in Arabic]. Journal of Media Research and Studies, (32), 459–529.
Marsal, F. (2025). Marketing via social media: The impact of Instagram and Facebook advertisements on purchase decisions [in Arabic]. Journal of Organization and Work, 14(4), 234–247.
Mohammed, R. M., & Al-Zeidi, N. J. A. (2022). Knowledge sharing and its role in organizational excellence. International Journal of Research in Social Sciences & Humanities, 12(2), 105–118.
Moussa, A. F. A. (2019). The impact of social media marketing on electronic marketing performance: A field study applied to the software industry [in Arabic]. Egyptian Journal of Commercial Studies, 43(2), 2–54.
Tewu, D., Destine, D., & Gunawan, I. (2025). Analysis of social media user growth and its implications for digital marketing strategies in Indonesia 2024. International Journal of Management Studies and Social Science Research (IJMSSSR), 7(3), 236–245. https://doi.org/10.56293/IJMSSSR.2025.5623
Wang, Y. (2021). Precision marketing strategy based on the “user portrait” model. In International Conference Education and Management (Vol. 2021, No. 5, pp. 92–96).
Wijaya, V. N. T., Abdillah, M. D., Fahrezy, V., & Caesar, L. A. Y. (2025, August). Impact of digital marketing strategies on business growth through websites and social media. In 2025 4th International Conference on Creative Communication and Innovative Technology (ICCIT) (pp. 1–6). IEEE. https://doi.org/10.1109/ICCIT65724.2025.11167419
Zayouch, U. A.-K., & Kachi, K. (2020). Opportunities and challenges of marketing via social media: A field study at a tourism agency — “Amakin” — in Djelfa Province [in Arabic]. Journal of Business Administration and Economic Studies, 6(1), 441–462.
Jaber, R. A., & Battbootti, Y. A. J. (2026). The Impact of Social Media Marketing Strategies on Achieving Institutional Excellence at Ashur Hotel Company in Iraq. International Journal of Academic Research in Economics and Management Sciences, 15(3), 570-597.
Copyright: © 2026 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode