The public's reliance on digital marketing on the United Nations Development Programme UNDP Facebook page as a source of information on sustainable development issues (a survey study of the public in Baghdad)

Abstract

The significant developments in the field of communication and technology have provided numerous advantages that the public utilizes in the fields of media and marketing. The number of users of social media sites, particularly Facebook, has increased significantly to share news and information about issues and events taking place in our world.

The study examined the public's reliance on Facebook as a source of information on sustainable development issues, a survey of the public in Baghdad, and monitoring their use of social media as a source of knowledge and information on sustainable development issues, revealing the rate of exposure per week, and the average hours they spend following sustainable development issues.

The researcher used the survey method by a sample of (403) male and female respondents from the city of Baghdad. The research reached the most prominent results: Facebook is the most important platform at (56.6%) among other platforms in terms of its effectiveness in marketing sustainable development issues at a high rate that exceeded half of the sample size, followed by Instagram at 21.8%, and the most prominent issues that the public prefers to have great importance in marketing sustainable development issues are economic growth issues at 12.5%, followed by education issues in the first place, repeated at a rate of education issues at 12.5%, followed by health issues at 11.3%.

The public's motivations for following sustainable development issues include revealing the collaborative efforts between the government and international organizations to achieve sustainable development, accounting for 19.7%, following up on the performance of the United Nations Development Program (UNDP) on sustainable development issues, accounting for 19.3%, and benefiting from the job opportunities and benefits offered by the program, accounting for 16.1%.