Topic: Social Media Marketing Activities

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Social Media Marketing Activities

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Topic Article

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…

Social Media Marketing Activities Purchase Intention Bottom-of-the-Pyramid Consumers Sustainability Perception FMCG Sector Consumer Behaviour