Enhancing Marketing Communication Strategies and Consumer Perception within Jordan's Telecommunication Industry: A Case Study of Orange Jordan

Abstract

Marketing communication is a crucial aspect of any business operation, acting as a bridge between companies and consumers. This study delves into consumer behavior by examining their perceptions of the services offered by a specific company Orange Jordan, and the influence of various marketing communication tools on these perceptions. The objectives of the study are twofold. From an academic standpoint, it seeks to deepen the understanding of the significance of marketing communication elements in shaping consumer perceptions within the Jordanian telecommunications market. Additionally, it aims to contribute to the scientific knowledge in the field, benefiting the telecommunications sector and Orange Jordan in particular.  The research methodology involves field research among consumers of a reputable company in Jordan, with a focus on quantitatively analyzing data through survey questionnaires and statistical tools such as SPSS. The deductive approach will be employed, deriving hypotheses from existing literature and subjecting them to experimental testing.