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The study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA), in addition to, disclosing the relationship between marketing agility and customer brand engagement, and finally, identifying the mediator role of marketing agility in the relationship between brand authenticity and customer brand engagement for Egyptian telecom companies. - Methods: This research philosophy comes from a positivistic paradigm which shows that research problem arises from the literature itself. The research sample includes represented in all the Egyptian telecom companies,, customers which are Vodafone, Etisalat and Orange. Structural equation modelling (SEM) will adopt a partial least square (PLS) to test the research questions. - Findings: The research reached significant relationship between BA and CBE with a correlation coefficient (r) of (0.792) at a significant level less than (0.01), and significant relationship between BA and MA with a correlation coefficient (r) of (0.755) at a significant level less than (.01), and significant relationship between the MA and CBE with a correlation coefficient (r) of (0.743) at a significant level less than (0.01), and the significance of the path coefficients in the final proposed model can't be ascertained in order to verify the quality of the overall model according to the recorded values of ; Chi Square 0.001, goodness of fit index (GFI) of 0.999 (For the saturated model a perfect 1), and a root mean square error of approximation (RMSEA) 0.098. - Conclusion: The study results indicate the existence of a significant relationship between BA and the participation of customers of the brand in the Egyptian telecommunications companies are the subject of study, and the existence of an important role for MA as a mediator variable in the relationship between the authenticity of the brand and CBE which gives an indication that ways to enhance CBE depend on BA and MA, where the high level of BA (continuity ,credibility ,integrity ,symbolism) and the high level of MA (proactive market sensing ,speed ,flexibility ,responsiveness) increases the level of CBE at the macro level and for each of its dimensions (cognitive processing, affection factor, activation factor) separately.

Companies from different industries seek to be innovative in the approaches they use in marketing for their products. With the current technology advancements, many business functions have been impacted by the emerging approaches. Content marketing is considered to be one of the emerging marketing practices that provoke customers to engage with brands while exchanging information. Despite the common use of content marketing and the widespread use of social media, there is a scarcity of empirical studies that investigate the impact of content marketing on advertising effectiveness. The paper aims to investigate the impact of content marketing on advertising effectiveness in the Egyptian market for passenger automobiles. The research was conducted by utilizing a quantitative approach in which data were gathered from 244 respondents. Reliability and validity tests were carried out and results were analyzed by the Statistical Package for Social Sciences (SPSS). Furthermore, qualitative approach was utilized by conducting 10 semi structured interviews with customers who are exposed to content marketing frequently. The findings indicated that not all dimensions of content marketing have the same impact of the advertising effectiveness. This suggest that not all dimensions are considered equally influential factors on advertising effectiveness.

This paper investigates the impact of Web based augmented reality (Web AR) on destination visit intention through the lens of Stimulus organism response (SOR) framework, technology acceptance model (TAM) and flow theory into an integrated theoretical framework. The present research aims to address gaps in literature by providing insights about the relevance of augmented reality to tourism marketing effectiveness. The findings of this paper will shed the light on an alternative idea in destination marketing to inspire destination management organizations wishing to develop a sustainable competitive edge and win within the tourism industry. The results contribute to the Web based augmented reality and tourism marketing literature by providing theoretical guidance through a framework for the AR tourism experience as well as a reference for destination management organizations.

This research aims to measure customer retention levels for banks operating in Egypt by investigating the impact of perceived ease of use (PEOU) , perceived usefulness (PU) , and customer experience (CX) of M-banking on customer retention. Customer retention management is one of the most crucial marketing and management functions, and banks are searching for innovations in their products/services, such as keeping an eye on the latest technological tools and techniques, such as mobile banking, to attain customer retention. Three research objectives are developed and achieved in this research. This study explores the factors influencing customer retention within Egyptian operating banks, specifically examining the role of mobile banking (m-banking). The research investigates the impact of perceived ease of use (PEOU) , perceived usefulness (PU) , and customer experience (CE) on customer retention through qualitative exploratory research. Qualitative data from in-depth interviews with Egyptian m-banking users provides a contextual understanding to help the researcher gain more insights into the research problem.

This study examines how religious commitment and acculturation to global consumer culture (AGCC) influence the social luxury values among Egyptian consumers. A quantitative approach was used through an online questionnaire, yielding 405 valid responses. The results indicate that both religious commitment and AGCC significantly influence social luxury values. AGCC consistently predicted all social luxury values. The study highlights the dual importance of cultural globalization and religious commitment in shaping luxury perceptions. While AGCC exerts a broader and more consistent influence, religiosity also emerges as a complex yet significant driver of luxury-related values. These findings offer theoretical and practical implications for marketers seeking to navigate cultural and religious dynamics in emerging markets like Egypt.

Ongoing innovations and technological advancements in digital marketing tools, particularly social media platforms, have resulted in the production of vast amounts of content every day. With customers seeking original, organic, reliable, and trustworthy content, companies are focusing on encouraging content creation at low cost and through creative tactics by targeting the core drivers of their customers. However, there is a lack of research examining the impact of various types of motivation on User Generated Content (UGC) in Egypt. This paper seeks to explore how extrinsic motivations affect UGC in Egypt. A quantitative approach was used, gathering data from 372 respondents. Reliability and validity tests, correlation analysis, and multiple regression models were performed, with results analyzed using SPSS and Smart PLS. The findings reveal that external, introjected, and identified regulations (extrinsic motivations) significantly and positively influence UGC contribution and creation. Furthermore, the extrinsic motivations had a stronger impact than intrinsic motivations, according to existing literature. These results provide important theoretical and practical insights, along with directions for future research.

The rapid expansion of digital content marketing (DCM) and its profound implications have significantly influenced customer purchasing behavior. This growth has prompted Egyptian businesses, particularly in the Fast-Moving Consumer Goods (FMCG) sector, to prioritize the practice and implementation of digital content consumption among Egyptian consumers. This academic work investigates the relationship between digital content marketing consumption and customer purchase decisions, with empirical focus on the FMCG industry in Egypt. The research employ both qualitative exploratory research through online interviews with Egyptian consumers (n = 47) from different Egyptian governorates and real example for Egyptian FMCG company \"Breadfast\" and Quantitative method using online questionnaire, the data was collected from 411 Egyptian respondents from 23 Egyptian governorates. The study employed Pearson correlation and Regression analysis to investigate the relation and influence for both independent and dependent factors. The findings revealed that digital content marketing consumption had significant and positive relation and influence on customer purchase decision of FMCG products. These findings underscore the impact of any moderating or mediating factor between digital content marketing consumption and customer purchase decision. The study contributes to the growing body of literature and provides practical insights for marketers seeking to optimize their content strategies.

The extensive adoption of artificial intelligence (AI) chatbots has revolutionized customer service across industries by offering cost-effective, rapid, and personalized interactions. While previous studies have discovered individual chatbot dimensions which are usability, responsiveness, personality, and trustworthiness on customer experience, particularly in the banking sector. This focus is important because it demonstrates how chatbots not only streamline transactional services but also improve emotional connection, resulting in greater customer relationships and loyalty. A survey experiment is conducted to gather the data needed for this research. A within subjects design is used, the researcher was able to gather 384 completed questionnaires. Results found showed that the four dimensions of AI Chatbot (Responsiveness, Trustworthiness, Personality and Usability) have both a significant and a direct relation and impact on Customer experience and its attributes which are Extrinsic Values and Intrinsic Values.

Augmented reality (AR) has emerged as a disruptive technology in retail, providing novel ways to improve customer experience. AR allows buyers to interact with products and services in novel, immersive ways, disrupting traditional purchasing methods. This study investigates the impact of AR on consumer experience by looking at how AR attributes- interactivity, vividness, and novelty-influence important dimensions of customer experience, such as informativeness, social presence, and sensory appeal. The findings demonstrate that AR features have a significant and direct impact on the customer experience. Interactivity, vividness, and novelty considerably improve informativeness, allowing customers to make more informed choices. Similarly, these characteristics enhance social presence by facilitating immersive interactions and increasing sensory appeal through engaging and vivid experiences. The findings underscore the role of augmented reality in transforming the retail industry, allowing firms to differentiate themselves and provide a better shopping experience. This study adds to the expanding body of knowledge about AR's ability to create value in the retail business and gives actionable recommendations for exploiting AR technology to satisfy evolving customer expectations.

This study explores the impact of influencer marketing on consumer purchasing decisions in the food and beverage sector in Egypt. With the rise of social media platforms, influencers have emerged as powerful voices capable of shaping consumer perceptions and behaviors. This research focuses on four key dimensions of influencer marketing: influencer credibility, content quality, familiarity, and self-brand association. Drawing on source credibility theory, which emphasizes the importance of trust, expertise, and charisma in persuasive communication, the study adopts a quantitative approach using data collected from 214 Egyptian consumers through structured online surveys. The The Impact of Influencers Marketing on Consumer Purchasing Process... results reveal that influencer credibility, familiarity, and self-brand connections have a statistically significant positive impact on consumer purchasing decisions. In contrast, content quality, while important, was found to have a relatively weaker effect. These findings highlight the importance of credibility, familiarity, and bran connection between influencer and audience in guiding consumer behavior. Furthermore, the study highlights the crucial role influencers play, particularly among younger digital natives, in shaping consumption trends and brand perceptions. The insights gleaned from this research provide valuable guidance for marketing professionals seeking to design effective influencer campaigns. Specifically, the findings indicate that selecting influencers who personally engage with their audience and possess high credibility is more effective than simply focusing on the aesthetic quality of the content.