The College of Mass Communication at the University of Baghdad discussed a Master’s thesis titled “The Role of Digital Advertising in Building the Mental Image of Iraqi Delivery Companies: An Analytical Study of Facebook Pages of Wasit, Al-Mandoub, and Prime Companies,” submitted by researcher Helen Mohammed Rahim.
The examination committee was chaired by Professor Bushra Jameel Ismail, with Professor Salem Jasim Mohammed as supervisor. The committee also included Assistant Professor Zainab Laith Abbas and Assistant Professor Nahla Najah Abdullah as an external member.
The study aimed to identify the role played by digital advertising in shaping the mental image of delivery companies, emphasizing that digital advertising has become a key tool in enhancing corporate reputation and ensuring business success in the current market.
The findings revealed that delivery companies relied on persuasive techniques to achieve market distinction, in addition to employing digital persuasive appeals across their online platforms.
The study recommended that those responsible for designing digital advertisements for Iraqi delivery companies publish content in multiple languages, provide translation features, strengthen communication with customers, and respond actively to comments in order to enhance mutual trust.The outcomes of the study align with the Sustainable Development Goals, particularly Goal 4 and Goal 16.
