The mediating role of customer engagement in the relationship between content marketing and electronic word of mouth: a case of online food ordering and delivery applications in egypt
المؤلفون المشاركون
Muhammad, Sharif Tahir
Naji, Ahmad Muhammad
المصدر
Journal of Contemporary Commercial Studies
العدد
المجلد 7، العدد 11 (31 يناير/كانون الثاني 2021)، ص ص. 221-252، 32ص.
الناشر
تاريخ النشر
2021-01-31
دولة النشر
مصر
عدد الصفحات
32
التخصصات الرئيسية
الموضوعات
الملخص EN
Content Marketing (CM) is among the strategies used to create consumer brand loyalty and improve consumer word-of-mouth, yet it lacks scientific research.
Therefore, to narrow the gap, this paper intends to explore the effect of customer engagement(CE) as a mediator in the relationship between content marketing (CM) and electronic word-of-mouth (E-WOM) specially in Egyptian online food ordering and delivery service applications.
In this study, content marketing comprises three factors, which are content format, Combination of Content Tools, and complexity of the content.
This paper is reviewing the content of online food ordering and delivery service applications in Egypt (Otlob/Talbat, Glovo, Uber Eats, Akelni, Elmenus, Mrsool).
The current findings showed that content marketing (CM) has a substantial positive effect on both customer engagement (CE) and electronic word-of-mouth (E-WOM).
customer engagement (CE) also mediates the association between content marketing(CM) and electronic word of mouth(E-WOM) in a positive and statistically significant correlation
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Naji, Ahmad Muhammad& Muhammad, Sharif Tahir. 2021. The mediating role of customer engagement in the relationship between content marketing and electronic word of mouth: a case of online food ordering and delivery applications in egypt. Journal of Contemporary Commercial Studies،Vol. 7, no. 11, pp.221-252.
https://search.emarefa.net/detail/BIM-1251180
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Naji, Ahmad Muhammad& Muhammad, Sharif Tahir. The mediating role of customer engagement in the relationship between content marketing and electronic word of mouth: a case of online food ordering and delivery applications in egypt. Journal of Contemporary Commercial Studies Vol. 7, no. 11 (Jan. 2021), pp.221-252.
https://search.emarefa.net/detail/BIM-1251180
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Naji, Ahmad Muhammad& Muhammad, Sharif Tahir. The mediating role of customer engagement in the relationship between content marketing and electronic word of mouth: a case of online food ordering and delivery applications in egypt. Journal of Contemporary Commercial Studies. 2021. Vol. 7, no. 11, pp.221-252.
https://search.emarefa.net/detail/BIM-1251180
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
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رقم السجل
BIM-1251180
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر