Thesis (PhD) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 141-158)

ABSTRACT
This study examines how the mental psychological behaviour of voters, attitudes, and actions respond to situations involving the use of a series of social media marketing, corporate social responsibility, and political campaign activities. It also aims to understand the mediating consequences of political campaigns on the mental psychology of voters. Questionnaires were administered online to university students in the Kurdistan region of Iraq. In conjunction with SPSS and AMOS version 24, the structural equation modelling approach was utilised to examine the relationships between the modelled variables using data collected from 525 university students. The reliability and validity of the measurements were confirmed before the study's hypotheses were tested using confirmatory factor analysis. The results revealed that social media marketing positively influences political campaigns, corporate social responsibility, and the mental psychology of voters. CSR, political campaigns, and social media marketing's positive effects on the mental psychology of voters have been supported. The results also confirmed that political campaigns significantly mediate the relationship between social media marketing and mental psychology related to the voters and between CSR and mental psychology. This study advances understanding of social media marketing, CSR activities, and political campaigns voter regarding mental psychology among university students. Political groups can gain benefits by understanding how specific CSR activities can influence voter’s mental psychology and social media engagement value, leading to enhanced mental psychology and choices. The study's originality and novelty are embedded in its ability to build an integrated model that examines the interaction between social media marketing and mental psychology related to voters among university students. This study investigates the effects of social media marketing on the relationship between CSR activities, political engagement, and the mental psychology of voters, which has been lacking a full investigation in the tertiary institutions' literature.