El Salmy, Dina, Eman, Nada. (2025). The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt. مجلة جامعة الإسکندرية للعلوم الإدارية, 62(2), 301-346. doi: 10.21608/acj.2025.417878
Dina El Salmy; Nada Eman. "The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt". مجلة جامعة الإسکندرية للعلوم الإدارية, 62, 2, 2025, 301-346. doi: 10.21608/acj.2025.417878
El Salmy, Dina, Eman, Nada. (2025). 'The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt', مجلة جامعة الإسکندرية للعلوم الإدارية, 62(2), pp. 301-346. doi: 10.21608/acj.2025.417878
El Salmy, Dina, Eman, Nada. The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt. مجلة جامعة الإسکندرية للعلوم الإدارية, 2025; 62(2): 301-346. doi: 10.21608/acj.2025.417878
The Influence of Content Marketing, Electronic Word of Mouth, Online Convenience and Social Media Marketing on Local Brand Consumers’ Purchase Intentions in Egypt
1Assistant professor of marketing and international business Arab Academy for Science and Technology and Maritime Transport, Egypt
2Assistant professor of marketing and international business Arab Academy for Science and Technology and Maritime Transport, Egypt
المستخلص
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.
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