The Impact of Peace Marketing on Customer Well-Being: Insights from Zain Iraq Telecommunications

This research seeks to shed light on peace marketing practices and analyse their impact on customer well-being. Peace marketing is one of the important marketing topics that has a major humanitarian role in making the world a better place to live, free from wars and violence. This research aims to test the level of impact of peace marketing practices and its dimensions of social development, transparency, and customer rights in achieving customer welfare, and to explore how marketing initiatives that focus on peace can encourage companies to contribute to spreading peace and security in the world and achieving prosperity, stability, balance, and protection for society. A random sample of 472 Zain Iraq Telecommunications Company customers was selected and reached through an electronic questionnaire published on social media sites. This research adopted the descriptive analytical approach in data analysis, using Smart PLS4 structural equation modeling for path analysis. The study concluded that peace marketing practices have a significant impact on achieving customer well-being, as peace marketing practices contribute significantly to improving customer well-being. Customers who are exposed to marketing messages and activities that focus on peace feel greater psychological comfort and reassurance when interacting with the brand. Peace marketing practices also contribute to strengthening social ties between customers and society, and marketing initiatives that encourage cooperation and peace help build a cohesive and supportive community, which enhances customers' sense of belonging and communication and improves social well-being. The results also showed a significant impact of economic development on customer well-being. If economic development is achieved, the standard of living will rise, and welfare and prosperity will be generated.