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417878

The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt

Article

Last updated: 29 Mar 2025

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Abstract

Purpose: This study investigates the impact of content marketing, electronic word-of-mouth (EWOM), online convenience, and social media marketing on the purchase intentions of local brand consumers in Egypt. It aims to understand how these marketing factors influence consumer purchase decisions.
Methodology: This study used a quantitative approach to analyze how content marketing, electronic word-of-mouth (EWOM), online convenience, and social media marketing influence purchase intentions among local brand consumers in Egypt. Data were collected from 652 Instagram users via online surveys and analyzed using AMOS for Structural Equation Modeling (SEM) and SPSS for correlation analysis to assess the relationships between these marketing factors and purchase intentions.
Results: The study found that content marketing, EWOM, and social media marketing significantly and positively influence purchase intentions. However, the impact of Online Convenience was mixed, indicating that search convenience and aspects positively and significantly affect purchase intentions while possession convenience, evaluation convenience and transactional convenience have no significant effect on purchase intention of local brands in Egypt. Also, it was stated that social media marketing affects positively Purchase Intention.

DOI

10.21608/acj.2025.417878

Keywords

Content Marketing, eWOM, Online convenience, social media marketing, and purchase intention

Authors

First Name

Dina

Last Name

El Salmy

MiddleName

-

Affiliation

Assistant professor of marketing and international business Arab Academy for Science and Technology and Maritime Transport, Egypt

Email

dina.salmy@aast.edu

City

-

Orcid

-

First Name

Nada

Last Name

Eman

MiddleName

-

Affiliation

Assistant professor of marketing and international business Arab Academy for Science and Technology and Maritime Transport, Egypt

Email

nada@aast.edu

City

-

Orcid

-

Volume

62

Article Issue

2

Related Issue

54346

Issue Date

2025-03-01

Receive Date

2024-10-10

Publish Date

2025-03-17

Page Start

301

Page End

346

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 62_Issue 2_Pages 301-346.pdf

PDF . 2.5MB

Link

https://acjalexu.journals.ekb.eg/article_417878.html

Detail API

http://journals.ekb.eg?_action=service&article_code=417878

Order

9

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt

Details

Type

Article

Created At

29 Mar 2025