摘要：The object of this research is to determine the effect of stealth marketing on customer engagement in a group of private universities in Iraq. Stealth marketing has been studied through five techniques: viral marketing, celebrity marketing, brand pushers, Bait-and-Tease Marketing, and marketing through corporate social responsibility. The level of customer engagement was identified through six indicators: Identification, Absorption, Enthusiasm, Attention, Interaction, and advocacy. The research was conducted on a sample of 1146 students of those private universities in Iraq. Questionnaire was used as a tool for collecting research data. By analyzing the data in statistical programs (SPSS V.23 & AMOS V.23), it is concluded that there is a positive effect of stealth marketing in the customer engagement.
关键词：Stealth Marketing;Customer Engagement;Viral Marketing;Celebrity Marketing;Brand Pushers;Bait-and-tease Marketing;Marketing through Corporate Social Responsibility
