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Personal and Social Skills’ Impact on Marketing Effectiveness

Author

Listed:
  • Mousli Liza

    (Independent Researcher, Tizi-Ouzou, 15000, Algeria)

  • Larras Chafika

    (Higher School of Management, Kolea, 42003 Tipaza, Algeria)

  • Bouchetara Mehdi

    (Higher School of Management, Kolea, 42003 Tipaza, Algeria)

  • Iraten Sabrina

    (Higher School of Management, Kolea, 42003 Tipaza, Algeria)

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.

Suggested Citation

  • Mousli Liza & Larras Chafika & Bouchetara Mehdi & Iraten Sabrina, 2023. "Personal and Social Skills’ Impact on Marketing Effectiveness," Marketing of Scientific and Research Organizations, Sciendo, vol. 50(4), pages 137-164, December.
    • Handle: RePEc:vrs:mosaro:v:50:y:2023:i:4:p:137-164:n:6
    DOI: 10.2478/minib-2023-0026
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    Keywords

    emotional intelligence; marketing professionals; Algerian telecommunications industry; marketing effectiveness; emotional intelligence skills; inteligencja emocjonalna; specjaliści marketingu; branża telekomunikacyjna w Algierii; efektywność marketingu; umiejętności inteligencji emocjonalnej;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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