KNOWLEDGE MANAGEMENT INFRASTRUCTURE AND ITS ROLE IN ACHIEVING CYBER MARKETING: AN ANALYTICAL STUDY OF THE OPINIONS OF A SAMPLE OF EMPLOYEES IN THE TWO MOBILE TELECOMMUNICATIONS COMPANIES, ZAIN AND ASIA CELL, IN IRAQ

Abstract

The current research seeks to identify the role of knowledge management infrastructure as an independent variable across its dimensions. (Technological, cultural and structural infrastructure), in cyber marketing as a dependent variable, in the two companies Zain and Asia cell for mobile communications in Iraq. The research sample included (150) individuals working in the two companies, and for the purpose of achieving the goal of the research, the questionnaire was adopted to collect data related to the research variables, and the descriptive analytical approach was adopted in the research and then analyzed by adopting some statistical methods such as (arithmetic mean, standard deviation, and coefficient of Linear correlation, simple and multiple regression coefficient), and the results were reached using the statistical program such as (SPSS.V.24) and the program (Amos.V.24) to analyze the data to reach conclusions, the most prominent of which was the existence of a correlation and impact relationship between the infrastructure of knowledge management and marketing Cyber.