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    Digital marketing success for medium-sized businesses a qualitative study
    (İstanbul Gedik Üniversitesi, 2022) Abdullah, Rami Abduhamza Abdullah; Toptaş, Metin
    Purpose- This study seeks to investigate the process of creation and execution of digital marketing strategies in medium-sized businesses. and understand the factors might affect the digital marketing success or failure in medium-sized businesses. Design/methodology/approach- The sample was used from 20 medium-sized companies in Iraq that use digital marketing. These samples were selected by e-mail correspondence in the consent form for the interview. Those involved in the interview were managers and officials of marketing and digital marketing in the company. They were interviewed in their offices. The interview took an average of half an hour. They were asked 17 questions, including the concept of decision-making in creating and implementing digital marketing strategies. Findings- The overall results show that the digital strategies used in digital marketing contribute significantly to the process of growth of medium-sized companies in Iraq, especially improving the brand image and enhancing customer service. Research limitations - Due to the limited time, sampling from 20 business constitutes the major limitation of the study. Research implications - The implications of the study are twofold. First, the findings provide support to the extant digital marketing and SMEs literature. Second, the findings may lead SMEs in Iraq regarding the most successful digital marketing practices. Originality/value - The research question, which studies the digital marketing success for medium-sized businesses had not been studied in the Iraq context, makes a remarkable contribution in term of novelty and relevance.