The effect of social media marketing activities on customer-brand relationship in the Egyptian cosmetic sector
Author
Source
Journal of Commercial and Environmental Studies
Issue
Vol. 12, Issue 3 (31 Jul. 2021), pp.669-700, 32 p.
Publisher
Suez Canal University Faculty of Commerce
Publication Date
2021-07-31
Country of Publication
Egypt
No. of Pages
32
Main Subjects
Economics & Business Administration
Topics
Abstract EN
While social media (SM) is used throughout the world via website-based network apps that assist in exchanging knowledge, information, and simple interactions with others, the actual number of users is believed to be in the millions.
Using SM to satisfy several interests is on the rise: people seek digital information and goods.
The purpose of this research was to examine the Social Media Marketing Activities (SMMA) that are used to promote trendy goods in the Egyptian cosmetic sector and to determine the extent to which companies' SMMA activities improve their relationships with consumers and drive purchase intention.
For this reason, the focus of this research is to examine the impact SMMA has on the customer-brand relationship in the Egyptian cosmetics industry.
Additionally, to better address the question, how effective are SMMA initiatives in creating brand-consumer connections and driving purchase intent?
The researcher analyzed data from Egyptian cosmetic market respondents to assess the study factors, including social media marketing activities, customer-brand connections, and purchase intention.
The researcher used both methods descriptive and fielded analytical approaches and utilized a questionnaire method to gather data.
As a result, it is revealed that the relationship between the "customer" and the brand has a significant and positive effect on customers' purchase intention via social media.
American Psychological Association (APA)
Umar, Amirah Ahmad Umar. 2021. The effect of social media marketing activities on customer-brand relationship in the Egyptian cosmetic sector. Journal of Commercial and Environmental Studies،Vol. 12, no. 3, pp.669-700.
https://search.emarefa.net/detail/BIM-1311279
Modern Language Association (MLA)
Umar, Amirah Ahmad Umar. The effect of social media marketing activities on customer-brand relationship in the Egyptian cosmetic sector. Journal of Commercial and Environmental Studies Vol. 12, no. 3 (Jul. 2021), pp.669-700.
https://search.emarefa.net/detail/BIM-1311279
American Medical Association (AMA)
Umar, Amirah Ahmad Umar. The effect of social media marketing activities on customer-brand relationship in the Egyptian cosmetic sector. Journal of Commercial and Environmental Studies. 2021. Vol. 12, no. 3, pp.669-700.
https://search.emarefa.net/detail/BIM-1311279
Data Type
Journal Articles
Language
English
Notes
-
Record ID
BIM-1311279