Abstract
The main goal of the current study is to measure the role of marketing strategies through social media represented by (entertainment, personalization, electronic, and trendy word of mouth) in customer immersion represented by (interest, comprehension, enthusiasm, Identity, and interaction) among a sample of private university students. In Babylon Governorate, the study sample consisted of (393) male and female students. Accordingly, the problem of the study was formulated in terms of the relationship between the variables included in the study, as a result of which the objectives of the study were determined, which were represented in the hypothetical plan, and the formulation of the special hypotheses that were measured in the package was crystallized. Statistical analysis of structural equation modelling using the least squares method (SPSS.V.26) & (AMOS.V.26). To analyze what was provided by the study administration, a set of statistical methods were used, represented by exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and the coefficient of determination (R2). The normal distribution of the data, the descriptive statistics represented by the arithmetic mean, the standard deviation, and the correlation coefficient. The results of the study showed a clear and important awareness of the relationship between marketing strategies via social media and customer immersion through descriptive analysis of the study variables, as well as the existence of a significant correlation and influence relationship. Positive statistical significance between social media marketing strategies and customer immersion, through showing the management of private universities in Babylon Governorate, directly and indirectly, in a way that ensures a high level of competitiveness, enhances sustainable institutional performance and raises the efficiency and productive effectiveness of the educational service, and thus achieves greater attraction for customers to purchase university scientific services.
