Transformational leadership and its impact on digital marketing Applied research in the General Company for Automobile and Machinery Trading in Baghdad

Abstract

The study explores the significance of transformational leadership in the context of digital marketing, focusing on the General Company for Automobile and Machinery Trading in Baghdad. The research aims to understand how transformational leadership influences adaptation to technological changes and improves digital marketing in a company that plays a crucial role in the Iraqi market. The central question is the impact of transformational leadership on digital marketing in the mentioned company. Objectives include introducing transformational leadership and digital marketing concepts, measuring the effects of transformational leadership on digital marketing performance, identifying influential dimensions in achieving digital marketing goals, and evaluating the impact of social media, e-mail marketing, and online content. The study is limited to the main branch of the company in Baghdad due to proximity, and it employs a questionnaire to collect data, with statistical analysis revealing that transformational leadership significantly affects digital marketing strategies. The research recommends active roles for transformational leaders in fostering innovation, promoting a culture of change, and embracing digital technology in marketing operations.