Egypt.
This topic currently groups 5 published articles across 5 issues.
Social media marketing activities and purchase intention among bottom-of-the-pyramid consumers: The moderating role of sustainability perception in Egypt's FMCG sector
Sara Mohamed Abdelaziz El-Menawy • Noha Magdy Kamel El-Sharawy
Volume 21 Issue 01 · 29 Sep 2026
Despite the rapid expansion of social media marketing in emerging markets, literature has substantially neglected the Bottom of the Pyramid consumer segment in MENA markets. In Egypt, nearly 30% of the population reside…
Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector
Heba Sadek • Heba El Mehelmi
Volume 14 Issue 03 · 23 Jul 2020
This study measures the impact of customer brand engagement (CBE) on brand satisfaction, loyalty, and trust through the online brand experience in the Egyptian banking sector based on the customers’ perspective. E…
Fast-food advertising in social media. A case study on Facebook in Egypt
Hazem Rasheed Gaber • Len Tiu Wright
Volume 09 Issue 1 · 09 Nov 2014
The purpose of this paper is to explore the factors that affect young Egyptian consumers' attitudes towards fast-food advertising in Facebook which is considered the most widely used social media network. 4 focus gr…
The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company
Eman Mohamed Abd-El-Salam • Ayman Yehia Shawky • Tawfik El-Nahas
Volume 08 Issue 1 · 02 Jun 2014
The purpose of this paper is to explore the relationship among corporate image and reputation, service quality, customer satisfaction and customer loyalty through a case analysis on one of the biggest Egyptian company.…
The impact of leadership behaviour and organisational culture on job satisfaction and its relationship among organisational commitment and turnover intentions. A case study on an Egyptian company
Tawfik El-Nahas • Eman Mohamed Abd-El-Salam • Ayman Yehia Shawky
Volume 07 Issue 2 · 23 Jun 2013
The purpose of this paper is to explore the relationship among leadership behaviour, organisational culture, job satisfaction, organisational commitment and turnover intentions through a case analysis on one of the bigg…