The Effect of Facebook Marketing on Brand Engagement: The Role of Demographics and Psycho graphics An Empirical Study on Smartphone Users in Egypt

Document Type : Original Article

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Business Administration Department Faculty of Commerce Zagazig University Zagazig Egypt

Abstract

Social media are increasingly finding a place for themselves in all aspects of our lives. Social media are being extensively used as a platform to conduct marketing and advertising activities (Alalwan, 2018). However, there is always a challenge in how organizations can figure out the results of Facebook marketing (Costa et al, 2018). Therefore, this study aimed to determine the effect of Facebook marketing on brand engagement among smartphone users in Egypt, moreover, to identify the effect of some demographics and psychographics on this relationship. Expost facto design has been chosen to achieve the research objectives. A questionnaire has been designed and a cluster sample consisting of 502 smartphone users have been surveyed. Results showed that Facebook marketing significantly affects brand engagement, moreover, smart phone users’ age, income, and education significantly affect this relationship. Finally, smart phone users’ psychographics significantly affected this relationship.

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