Personal and Social Skills’ Impact on Marketing Effectiveness-Reference-Cited by-同舟云学术

Personal and Social Skills’ Impact on Marketing Effectiveness

Published:2023-12-01 Issue:4 Volume:50 Page:137-164
ISSN:2353-8414
Container-title:Marketing of Scientific and Research Organizations
language:en
Short-container-title:

Author:

Mousli Liza¹^ORCID,Larras Chafika²^ORCID,Bouchetara Mehdi²^ORCID,Iraten Sabrina²^ORCID

Affiliation:

1. 1 Independent Researcher , Tizi-Ouzou , , Algeria

2. 2–4 Higher School of Management, Kolea , Tipaza , Algeria

Abstract

ABSTRACT 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 connectionbuilding, 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.

Publisher

Walter de Gruyter GmbH

Subject

Industrial and Manufacturing Engineering

Link

https://www.sciendo.com/pdf/10.2478/minib-2023-0026

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