Personal and Social Skills’ Impact On Marketing Effectiveness

• Autorzy: Liza Mousli , Chafika Larras , Mehdi Bouchetara , Sabrina Iraten

Abstrakty

EN

This study examines the importance of emotional intelligence (EI) in marketing among professionals in the Algerian telecommunications industry. EI plays a crucial role in building strong relationships, effective communication, and connection-building, especially as technology and AI advance. However, there is limited research on EI in marketing professionals within telecommunications. Using a quantitative survey and regression analysis, the study finds a positive impact of EI dimensions on marketing effectiveness. These findings have implications for improving marketing team performance by implementing training programs that enhance EI skills. The study contributes to the scientific community by emphasising the significance of EI in marketing and encouraging further research.

Słowa kluczowe

EN

emotional intelligence; marketing professionals; Algerian telecommunications industry; emotional intelligence skills; marketing effectiveness

• Wydawca: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2023
• Tom: 50
• Numer: 4
• Strony: 137-164

Daty

wydano

2023

Twórcy

autor

Liza Mousli

autor

Chafika Larras

• Higher School of Management, Kolea, 42003 Tipaza, Algeria

autor

Mehdi Bouchetara

• Higher School of Management, Kolea, 42003 Tipaza, Algeria

autor

Sabrina Iraten

• Higher School of Management, Kolea, 42003 Tipaza, Algeria

Bibliografia

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Identyfikatory

DOI

10.2478/minib-2023-0026

Biblioteka Nauki

54672195