THE ROLE OF CLOUD COMPUTING IN THE DEVELOPMENT OF ELECTRONIC MARKETING IN THE IRAQI STOCK MARKET

Abstract

The main aim of the research is to study role of cloud computing in developing electronic marketing in the Iraqi stock market, as this technology is considered an innovative solution for enhancing competitiveness and efficiency in light of the global digital transformation. And also explores how Improving digital marketing strategies and investors attracting from through analyzing the relationship between cloud computing tools and the financial performance and marketing of institutions operating in the market. The study adopted on a descriptive analytical approach combining collect between theoretical and practical aspects. The sample included 10 companies from various sectors (banking, telecommunications, industry, and tourism) listed within index (ISX60) on the Iraqi Stock Exchange, and so through time series extended for five-year from 2020 to 2024. The study were used to Statistical methods such as Pearson correlation coefficient and regression analysis to measure the explanatory power of the model. The results showed there is a very strong positive statistically significant relationship between the adoption of cloud computing systems and the achievement of excellence in marketing performance. And the study Content analysis indicated a clear upward trend in the adoption of these technologies. And the cloud computing contributes to reducing operational costs through the pay-as-you-use model and provides exceptional flexibility in customizing journey of the digital customer and automating marketing processes. However, this process faces technical challenges and significant legislative in the Iraqi environment, most notably: internet quality instability, concerns related to cybersecurity and privacy investor data, and the shortage of qualified human resources. Finally, the study concluded that integration between the cloud and electronic marketing is necessity inevitable to improving market efficiency. And recommended the necessity of developing of digital infrastructure, the formulation of legal regulations to protect electronic transactions, and the intensification of training programs for employees to overcome problem of to change and enhancing a culture of digital transformation.