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Feb 26, 2025Open Access
Customer loyalty is essential to achieve success in the banking sector. This research aims to present an overview of the role of customer loyalty and investigate the factors that affect the loyalty of customers in the context of the Egyptian banking sector, thus contributing to the literature in this specific area. The research will discuss customer loyalty from the point of view of being a critical topic that banks use to achieve leadership in this competitive sector. There is a dependent varia...
Oct 11, 2024Open Access
Purpose: This study examines the influencer marketing mechanism by exploring the link between social media and the concept of psychological ownership (PO) among Generation Z in the Egyptian market. The research examines theories on source attractiveness and a connection to the PO concept, which helps assess the influence of social media influencers on consumers’ perception of the products that influencers advertise. Methodology: This study was conducted in Janua...
Aug 22, 2024Open Access
Product placement as an advertising tool has been on the rise lately, so the aim of the current study is to investigate how various product placement dimensions influence consumers’ brand recognition of brands placed in movies. To test the proposed dimensions, participants were asked to watch a short video, containing several placements, extracted from a popular Egyptian movie, then answer a questionnaire. A sample of 386 participants be-tween the age of 18 to 22 was obtained. The data was analy...
Jul 03, 2024Open Access
This research examines the realm of Femvertising among Generation Z in the Egyptian context. The research explores three pivotal theories of consumer behavior: The theory of self-concept, social learning theory, and the theory of reasoned action. By combining these theories in one study, the researcher seeks to bridge a critical gap in the literature, explaining attitudes towards Femvertising on their subsequent inclination to purchase the promoted products. The research took place during Septem...
Dec 01, 2023Open Access
This study provides a detailed analysis of the differences in consumer insights and purchasing patterns among different generational groups: Baby Boomers, Generation X, Millennials, and Generation Z in the city of Loja, Ecuador. The research objective was to demonstrate that these consumption patterns and perceptions are not uniform across different generations, which can have a significant impact on marketing and sales strategies. A probabilistic sampling design with simple random sampling was ...
Jun 21, 2023Open Access
In recent years, a large number of global cross-border e-commerce shopping platforms have emerged, which has become an important consumption channel for residents. Compared with domestic consumers, overseas consumers are more likely to be affected by various factors when purchasing cross-border e-commerce products. This paper selects three influencing factors: consumer ethnocentrism, consumer animosity and perceptual quality, constructs a structural equation model, and explores the purchase inte...
Jun 15, 2023Open Access
Due to the current increase of social media usage and online advertising, multiple scholars were able to relate this to consumer behavior. This study is done with the aim to investigate the mediating role of FOMO (fear of missing out) and how it intervenes the relationship between social media usage, advertising online, and conformity consumption. The target group of the study is Egyptian Millennials. The researcher collected data from 384 Egyptians from the Millennial group, aging between 25 an...
Jul 21, 2021Open Access
This study built a model including corporate social responsibility (CSR), perception of product quality, consumers’ purchase intention, and tested the influence of the CSR on consumers’ purchase Intention and the moderating effect of perception of product quality through questionnaire method. The results show that CSR has direct positive influence on consumers’ purchase intention, and there are differences in the positive impact on each dimension. The influence of charity, legal and environmenta...
Jun 16, 2021Open Access
The “rural revitalization strategy” put forward in the report of the 19th national congress has pointed out the direction for the steady development of the rural economy. At present, the academic circle has done a lot of research on the five dimensions of the concrete implementation of the policy, but it has neglected the female consumption view under the influence of the policy. The female consumption view, which accounts for half of the rural population, has a great influence on the family and...
May 31, 2021Open Access
The outbreak and declaration of COVID-19 by the World Health Organization (WHO) as a global pandemic has had major effects on many stakeholders of the world economy, one of whom is the consumer. This perspective therefore intends to inform on the incidence of COVID-19 and report on consumers reaction and response.
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