Digital Content Creation and its Impact on Customer Immersion an Exploratory Study of the Opinions of a Sample of Private University Students in Babylon Governorate

The main goal of the current study is to measure the role of digital content creation represented by (topic, compatibility of writing methods and customizing them for the Internet, content compatibility with search engines, content design, and presentation method) in customer immersion represented by (interest, comprehension, enthusiasm, identity, and interaction). ) among a sample of private university students in Babylon Governorate, as the study sample consisted of (393) male and female students. Accordingly, the problem of the study was formulated in terms of the relationship between the variables included in the study, as a result of which the objectives of the study were determined, which were represented in the hypothetical plan, and the formulation of it was crystallized. The special hypotheses that were measured in the statistical package for modeling structural equations using the least squares method (SPSS.V.26) & (AMOS.V.26). To analyze what was provided by the study administration, a set of statistical methods were used, namely exploratory and confirmatory factor analysis, and the Cronbach coefficient. Alpha, the coefficient of determination (R2), the normal distribution of the data, and the descriptive statistics represented by the arithmetic mean, standard deviation, and correlation coefficient. The results of the study showed that there is a clear and important awareness of the relationship between digital content creation and customer immersion, through descriptive analysis of the variables of the study, as well as the presence of A positive, statistically significant correlation and influence between digital content creation and customer immersion, as well as the effect of applying the components of digital content creation (subject matter, compatibility of writing methods and customizing them for the Internet, content compatibility with search engines, content design and presentation method) in enhancing customer immersion in a significant way. Direct and indirect, in a way that ensures a high level of competitiveness, enhances sustainable institutional performance, and raises the efficiency and productive effectiveness of the educational service, and thus achieves greater attraction for customers to purchase university scientific services.