Impact of Digital Content Marketing on Consumer Purchase Decision in the Egyptian Luxury Car Market
Author(s)
Mohamed Ahmed Hussein Mustafa ,
Download Full PDF Pages: 13-48 | Views: 2 | Downloads: 0 | DOI:
Abstract
This study investigates the impact of Digital Content Marketing (DCM) and Social Media Influencer (SMI) characteristics on consumers’ purchase decision in the Egyptian luxury car market. The research aims to examine how different dimensions of DCM and SMI influence purchase decision outcomes, including online search evaluation and intention–decision to purchase. The study adopts a quantitative research approach using a structured questionnaire distributed to owners and potential consumers of premium and exotic cars in Egypt through a non-probability judgmental quota sampling technique. A total of 100 valid responses were analyzed using SPSS.
Correlation and regression analysis were employed to test the proposed hypotheses and examine the relationships among the variables. The findings reveal that DCM is the dominant predictor of purchase decision outcomes. Specifically, experiential value, social value, and functional value significantly influence consumers’ purchase decisions, while informative and unique values demonstrate limited direct effects when examined independently. However, the combined informative–experiential–social value construct emerged as a strong and consistent predictor of purchase decision outcomes.
The findings also indicate that SMI characteristics have a more limited effect compared to DCM. Authenticity was identified as the only significant and consistent SMI dimension influencing purchase intention and purchase decision, whereas homophily, parasocial relationship, persuasion knowledge, and purchase intention showed no significant direct effects in the regression models.
The study contributes to digital marketing and influencer marketing literature within the luxury automotive sector in Egypt and highlights the importance of authentic, engaging, and value-driven digital content in influencing consumer behavior.
Keywords
Digital Content Marketing, Social Media Influencer, Purchase Decision, Luxury Cars
References
9G AUTO. (n.d.). Retrieved from Instagram: https://www.instagram.com/9g.auto?igsh=cGI4YjlienY0Znli
Aboulilah, H. M. (2022). exploring the relationship between Wechatusage and e‑purchase intention during the COViD‑19 pandemic among university students in china. SAGE, 1-13.
Ahmad, A. S. (2022). Corporate social responsibility and brand equity of operating telecoms: Brand reputation as a mediating effect. International Journal of Sustainable Economy, pp. 78-97.
Akter, s. H. (2022, July). The future of marketing analytics in the sharing economy. Industrial Marketing Management, pp. 58-100.
Al-Ansi, A. M.-h. (2023). How do social media influencers change adolescents’ behavior? An evidence from Middle East Countries. Heliyon, 12.
Al-Dmour, A. A.-D. (2019, August 5). The implementation of SysTrust principles and criteria for assuring reliability of AIS: empirical study. International Journal of Accounting and Information Management, pp. 461–491.
alfakharanyy. (n.d.). Retrieved from Instagram: https://www.instagram.com/alfakharanyy/
Autobahn. (n.d.). Retrieved from Instagram: https://www.instagram.com/autobahn.eg?igsh=MXVlNjU5OGd0N2Vnbg%3D%3D
autoboutique.eg. (n.d.). Retrieved from Instagram: https://www.instagram.com/autoboutique.eg/?hl=en
Bagchi, P. (2013, February 21). The Impact of Influencer Marketing on Consumers’ buying behaviour. Retrieved from Stunited News: https://stunitednewsfeed.org/the-impact-of-influencer-marketing-on-consumers-buying-behaviour/
Balabanis, G. &. (2019, January 7). Under the influence of a blogger: The role of information-seeking goals and issue involvement. Psychology & Marketing, pp. 247-411.
Barbosa, B. S.-S. (2023, February 24). Defining content marketing and its influence on online user behavior: a data-driven prescriptive analytics method. Annals of Operations Research, p. 26.
Boerman, S. v. (2013, March 13). Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses. Journal of Communication, pp. 1047–1064.
british.automotive. (n.d.). Retrieved from Instagram: https://www.instagram.com/british.automotive/?hl=en
Bu, Y. P. (2021). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, pp. 42-154.
Bui, T. T. (2023, Jun 16). Examining the relationship between digital content marketing perceived value and brand loyalty: Insights from Vietnam. Cogent Social Sciences.
Buzeta, C. D. (2020, November). Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing.
Castañeda García, J. D. (2018, April 20). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing , pp. 22–41.
Chan, T. H. (2023). Comparing e-commerce micro- and macro- influencers in TikTok videos: Effects of strategies on audience likes, audience shares, and brand sales. Journal of Interactive Advertising, pp. 307–322.
Cheung, M. L. (2021, March 4). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics, pp. 1994–2018.
Cheung, M. L. (2022). I follow what you post! the role of social media influencers’ content characteristics in consumers’ online brand- related activities (COBRAs). Journal of Retailing and Consumer Services.
Chhonker, M. .. (2018, October 1). m-commerce technology adoption: Thematic and citation analysis of scholarly research during. The Bottom Line, pp. 208–233.
Choi, Y.-G. O.-S. (2011). Roles of Brand Value Perception in the Development of Brand Credibility and Brand Prestige. International CHRIE Conference (pp. 1-8). Verginia : International CHRIE.
Choo, H.-G. M. (2012, February). Luxury customer value. Journal of Fashion Marketing and Management: An International Journal, pp. 81-101.
Chung, S. &. (2017, March 9). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, pp. 481-495.
Cohen, E.-L. &.-J. (2016, May 17). Examining Perceived Distance and Personal Authenticity as Mediators of the Effects of Ghost-Tweeting on Parasocial Interaction. Mary Ann Liebert, pp. 342-346.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates.
Conde, R. &. (2023, January ). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research.
Coulter, K. &. (2002, February 1). Determinants of trust in a service provider: the moderating role of length of relationship . Journal of Services Marketing, pp. 35–50.
Cronin, J. (2016, June 13). Teach students to communicate a brand story with transmedia. Journal of Research in Interactive Marketing, pp. 86–101.
Dahiya, R. (2017, September 27). A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, pp. 1-23.
Daniela, P. (2016, February 2). The effect of educational content marketing on Facebook brand engagement. Lisbon, Portugal.
De Barnier, V. F.-F. (2012, May). Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands. Journal of Brand Management , pp. 23-36.
De Veirman, M. C. (2017, July 14). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, pp. 798-828.
De Vries, L. G. (2012, May). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, pp. 83-91.
Deepika, K. (2023, September). Social Media Influencer Influence on Customer Purchase Decision for Beauty Products. The International Journal of Indian Psychology , pp. 1572-1579.
Dekavalla, M. (2019, May 13). Gaining trust: the articulation of transparency by You Tube fashion and beauty content creators. Sage Journals Home, pp. 75 –92.
Dessart, L. V.-T. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, pp. 399-426.
Dhanesh, G. &. (2019, September). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review.
Dolan, R. C.-B. (2019, September 2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, pp. 2213–2243.
Duani, N. B. (2018). on the Consumption Experience of Live Social Media Streams. ACR North American Advances.
Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 21-35.
Edition One Auto. (n.d.). Retrieved from Instagram: https://www.instagram.com/edition_one_auto?igsh=NnY2bnY2c2U3enVt
Elite Automotive. (n.d.). Retrieved from Instagram: https://www.instagram.com/eliteautomotive.eg?igsh=MWxxcDZmaTQ5ZDVscA==
ESTOCIA. (n.d.). Retrieved from Instagram: https://www.instagram.com/esoticaauto?igsh=MWN3Z3BsbDI1ejB1YQ==
Field, A. (2024). Discovering statistics using IBM SPSS statistics (6th ed.). SAGE Publications
Fleck-Dousteyssier, N. K. (2012, August 28). Celebrities in Advertising: Looking for Congruence or Likability? Psychology & Marketing, pp. 651-662.
Freberg, K. G. (2011, March). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, pp. 90-92.
Garg, M. &. (2024, February 8). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing . Humanities & Social Science Communication.
Gautam, V. &. (2017, June 9). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, pp. 1-18.
Gianluca, C. K.-C. (2012, July). Racing ahead: How digital is changing and enhancing the car buying experience. Retrieved from McKinsey & Company: https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing%20and%20Sales/Our%20Insights/Racing%20ahead%20How%20digital%20is%20changing%20and%20enhancing%20the%20car%20buying%20experience/DigitalAuto_FNL.pdf
Gnizy, I. (2018, November 22). Big data and its strategic path to value in international firms. International Marketing Review, pp. 318–341.
Google, T. w. (2019). The latest YouTube stats on when, where, and what people watch. Retrieved from Google: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/youtube-stats-video-consumption-trends/
Gupta, A. &.-c. (2004). An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective. International Journal of Electronic Commerce, pp. 131-161.
Gupta, S. L. (2020, August). Digital Analytics: Modeling for Insights and New Methods. Journal of Interactive Marketing, pp. 26-43.
Haenlein, M. (2017). How to date your clients in the 21st century: Challenges in managing customer relationships in today's world. Business Horizons, pp. 577–586.
Hair, J. F. (2019). Multivariate data analysis (8th ed.). Cengage learning.
Hair, J. F. (2022). When to use and how to report the results of PLS-SEM. European Business reviw, pp. 626–644.
Halvorson, K. &. (2012). Content Strategy for the Web. Berkeley, CA : New Riders.
Hanaysha, J. (2022, November). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, p. 10.
Hesterberg, E. J. (2013). The Impact of Online Marketing. Retrieved from autonews.com: http://www.autonews.com/assets/PDF/CA59648122.
Hoffman, C. &. (2015). Travel Innovation and Technology Trends 2015.
Hollebeek, L. &. (2019, February). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, pp. 27-41.
Holliman, G. &. (2014, October 7). Business to business digital content marketing: Marketer’s perceptions of best practice. Journal of Research in Interactive, pp. 269-293.
Hwang, J. &. (2014). Examining Strategies for Maximizing and Utilizing Brand Prestige in the Luxury Cruise Industry. Tourism Managment, pp. 244-59.
Hwang, K. &. (2018, October). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, pp. 155-173.
Islam, J. R. (2018, February). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, pp. 23–45.
Itani, O. S. (2017, October). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management, pp. 64-79.
Jain, S. (2019, June). Exploring relationship between value perception and luxury purchase intention A case of Indian millennials. Journal of Fashion Marketing and Management, pp. 414-439.
Jannat, M. &. (2025, June). Social Media Influencers: Examining the Mediating Effect of Parasocial Interaction and the Moderating Effect of Online Comments on Purchase Intention. Jahangirnagar University Journal of Business Research, pp. 69-92.
Jayasingh, S. (2019, January). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cognet business & management.
Johnson, K. K.-Y. (2015). Keeping customers shopping in stores: interrelationships among store attributes, shopping enjoyment, and place attachment. The International Review of Retail, Distribution and Consumer Research, pp. 20-34.
Jun, s. .. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, pp. 803-814.
Kapferer, J.-N. &. (1998). Why Are We Seduced by Luxury Brands? Journal of Brand Management,, pp. 44-49.
Kaplan, A. &. (2010, February). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons.
Ki, C. W. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services.
Ki, C.‐W. &.-K. (2019, August 1). The mechanism by which social media influencers persuadeconsumers: The role of consumers’ desire to mimic. Psychology & Marketing, pp. 905-922.
Kijek, T. A. (2020). Millennials use of social media in product innovation purchasing pro‑cesses. Journal of Computer Information Systems.
Kim D.Y., &. K.-Y. (2021, September). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, pp. 223-232.
Kim, A. &. (2012, October). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research.
Kim, E. A. (2022). A narrative approach for overcoming the message credibility problem in green advertising. Journal of Business Research, 449–461.
Knoll, J. &. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, pp. 55–75.
Konstantopoulou, A. R. (2019, April 28). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, pp. 308–321.
Kumar, k. H. (2023). To Examine the Influence of Digital Marketing and Celebrity Endorsement on Consumer Purchase Intention of Mutual Funds. In B. &. Holland, Multidisciplinary Approach to Information Technology in Library and Information Science (p. December). New York: IGI Global.
kumar, n. n. (2024). the power of social media fitness influencers on supplements: how theyaffect buyer’s purchase decision? International Journal of Pharmaceutical and Healthcare Marketing.
Kutz, K. E. (2024). Social Media Influencers' Impact on Consumer Purchasing. Proceedings of the New York State Communication Association. New York : DOCS@RWU.
Kwak, H. L. (2010, April 26). What is Twitter, a social network or a news media? In Proceedings of the 19th international conference on World wide web (pp. 591 - 600). North Carolina : Association for Computing Machinery.
Lacka, E. &. (2016, April). Usability perspective on social media sites' adoption in the B2B context. Industrial Marketing Management, pp. 80-91.
Ladhari, R. M. (2020). YouTube vloggers' popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services.
Le, L. T. (2022, January). Online reviews as a pacifying decision-making assistant. Journal of Retailing and Consumer Services.
Lee, J. &. (2016, December). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, pp. 5753-5760.
Lee, P. K. (2021, September). The sway of influencer marketing: evidence from a restaurant group. International Journal of Hospitality Management.
Lew, Z. &. (2026). Disclosing vulnerability on social media: Effects on perceived authenticity. Computers in Human Behavior, pp. 1-12.
Li, F. L. (2020, June 10). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, p. 20.
Li, J. G. (2022, March 30). What Influences Consumers’ Intention to Purchase Innovative Products: Evidence From China. Frontiers in Psychology, pp. 169-181.
Lieb, R. (2012, February 27). What Is Content Marketing. Retrieved from Ad Age: https://adage.com/article/digital/content-marketing/232990/
Little, A. S. (2020). Factors that influence online medication purchasing behaviour inpregnancy: a qualitative study. Evidence Based Midwifery, 14. Retrieved from Evidence Based Midwifery.
Liu, H.-W. &.-C. (2015). Tradeoff Between Push and Pull Strategy: The Moderating Role of Brand Awareness. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (p. 6). New Orleans: Springer.
Liu, X. &. (2024, Januray 24). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, pp. 1-12.
Lou, C. &. (2019, November 15). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology.
Lou, C. (2021, march 5). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising, pp. 4-21.
Mahrous, A. (2016). Implications of the use of social media for Pre-Purchase Information Searches for Automobiles. Int. J. Technology Marketing , p. 22.
Main, S. (2017, March 30). Micro-Influencers Are More Effective With Marketing Campaigns Than Highly Popular Accounts . Retrieved from Adweek: https://www.adweek.com/performance-marketing/micro-influencers-are-more-effective-with-marketing-campaigns-than-highly-popular-accounts/
Malhotra, N. (2010). Marketing Research: An Applied Orientation (6th Edition). New Jersey: Pearson Education, Inc.
Marikyan, D. P. (2023, February 14). Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience. Spanish Journal of Marketing, pp. 20–38.
Marwick, A. &. (2011, November 19). To See and Be Seen: Celebrity Practice on Twitter. Journal of Research into New Media Technology, pp. 139-158.
Moreno-Lopez, M. C.-B.-T. (2023). Influencers and the Purchase Decision: A Correlation in the Personal Care Products Sector. European Conference on Innovation and Entrepreneurship . Porto: Curran Associates, Inc.
Muñoz-Leiva, F. F. (2021, July 16). The influence of banner position and user experience on recall. The mediating role of visual attention. Spanish Journal of Marketing, pp. 85–114.
Muntinga, D. G. (2011). Introducing COBRAs Exploring motivations for brand-related social media use. international Journal of Advertising .
Nadsi, W. &. (2026). Navigating influence: a mixed-method study on the role of social media. International Journal of Hospitality Management, pp. 1-15.
Naufal, H. &. (2025). Influence attitude homophily and social attractiveness to purchase intention. Edelweiss Applied Science and Technology, pp. 2629-2645.
Nine One One. (n.d.). Retrieved from Instagram: https://www.instagram.com/nine.one.one.auto?igsh=MWc5MnZneXUzZXlsNA==
Nolan, H. (2018, August 11). Brands Are Creating Virtual Influencers, Which Could Make the Kardashians a Thing of the Past . Retrieved from Adweek: https://www.adweek.com/brand-marketing/brands-are-creating-virtual-influencers-which-could-make-the-kardashians-a-thing-of-the-past/
One Way Auto. (n.d.). Retrieved from Instagram: https://www.instagram.com/onewayauto98?igsh=MWZxajJicXY4dzZodg==
Onofrei, G. F. (2022, March). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, pp. 100-112.
Orús, C. G.-S. (2019, November 28). The impact of consumers’ positive online recommendations on the omnichannel webrooming experience. Spanish Journal of Marketing, pp. 397–414.
Patel, D. (2016, December 6). Top 8 Marketing Trends That Will Define 2017. Retrieved from Entrepreneur: https://www.entrepreneur.com/growing-a-business/top-8-marketing-trends-that-will-define-2017/299917
Patzer, G. (1983, June). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, pp. 229-241.
Pee, L. J. (2018, Januray). E-store loyalty: Longitudinal comparison of website usefulness and satisfaction. International Journal of Market Research, pp. 1-24.
Pektas, S. Y., & Hassan, A. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourismology, 6(1), 79–98. https://doi.org/10.26650/jot.2020.6.1.0011
Pertierra, A. (2021, January). Entertainment publics in the Philippines. Sage Journal.
Peters, K. C. (2013). Social media metrics—A framework and guidelines for managing social media. Journal of Interactive Marketing.
Prahalad, C. &. (2004). Co-creating unique value with customer. Strategy & Leadership, 1-6.
Reinikainen, H. M.-a. (2020, Januray 9). You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management , pp. 279–298.
Reitsamer, B. S.-S. (2026, February). Marketer-generated content in digital social touchpoints: A systematic literature review and research agenda. Journal of Business Research.
Ritz Auto Salon. (n.d.). Retrieved from Instagram: https://www.instagram.com/ritzautosalon/?hl=en
Saima & Khan, M. (2020, December 21). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, pp. 503-523.
Santos, M. &. (2021, December 21). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing, pp. 374–391.
Saoula, O. S. (2023, July 11). Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing, pp. 178–201.
Schouten, A. P. (2019, July 2). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising , pp. 258-281.
Schweidel, D. A. (2014, August). Listening in on social media: A joint model of sentiment and venue format choice. Journal of Marketing Research, p. 16.
Seo, E.-J. &.-W. (2018, January). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, pp. 36-41.
Serra-Cantallops, A. R.-C. (2018, May 30). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing, pp. 142–162.
Shahbaznezhad, H. D. (2021, February). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, pp. 47-65.
Shakuntala, B. &. (2023). the influence of social media communication on purchase intention andpurchase decision through brand equity in Mixue indonesia. International Journal of Professional Business Review.
Sharma, A. F. (2022, January 26). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research.
Siamagka, N. T. (2015, November). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, pp. 89-99.
Singh, K. (2021, September 16). Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior. European Integration Studies, 231-241.
Sinha, K. S. (2016, November). Effect of Digital Advertising and Marketing on Consumers Attitude in Automobile Sector. International Journal of Marketing and Business Communication, pp. 1-10.
Statista. (2024, December 10). Content marketing revenue worldwide from 2018 to 2026. Retrieved from Statista: https://www.statista.com/statistics/527554/content-marketing-revenue/#:%257E:text=Content%2520marketing%2520revenue%2520worldwide%25202016%252D2019%26text=According%2520to%2520market%2520data%252C%2520the,from%2520roughly%252036.8%2520billion%2520dollars
Swani, K. M. (2013, October). Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies. Journal of Research in Interactive Marketing, pp. 269–294.
Tafesse, W. (2015, September 7). Content strategies and audience response on Facebook brand pages. Marketing Intelligence and Planning, pp. 927–943.
Taillon, B. M. (2020, June 29). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, pp. 767–782.
Tak, P. &. (2017, August 21). Using UTAUT 2 model to predict mobile app based shopping: evidences from India. Journal of Indian Business Research.
Talaverna, M. (2015). 10 Reasons Why Influencer Marketing is the Next Big Thing. Retrieved from Adweek: http://www.adweek.com/digital/10-reasons-why-influencermarketing- is-the-next-big-thing/
Tao, L. &. (2020). The Influence of Internet Celebrities on the Mainstream Values of College Students: Evidence from Beijing Questionnaire. Proceedings of the 2020 6th International Conference on Social Science and Higher Education (ICSSHE 2020) (p. 5). Xiamen: Atlantis Press.
Tobon, S. &.-M. (2021, January). Tobon, S., García-Madariaga, J.: The influence of opinion leaders’ eWOM on online consumer decisions: a study on social influence (2021). Journal of theoretical and applied electronic commerce research, pp. 748-767.
Tser-Yieth, C. T.-L.-W. (2025). The influence of self-disclosure micro- celebrity endorsement on subsequent brand attachment: From an emotional connection perspective. The Service Industries Journal, 228–255.
Vieira, V. A. (2019, August 22). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, pp. 1085–1108.
Vigneron, F. &. (1999). A review and a conceptual framework of prestige- seeking consumer behavior. Academy of Marketing Science Review, pp. 1-14.
VIKING EG. (n.d.). Retrieved from Instagram: https://www.instagram.com/vikingsautotrade?igsh=MThzbHZvODE3Z3BtaA==
Villi, B. &. (2017, June 14). Employee Attractiveness and Customers’ Service Failure Perceptions. Journal of Hospitality Marketing & Management, pp. 41-60.
Wang, H. J.-V. (2023, September). A social network group decision making framework with opinion dynamics considering opinion reliability. Computers & Industrial Engineering.
Wang, U. P. (2004). An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China. Managing Service Quality, pp. 484-506.
WHEELS AUTOMOTIVE. (n.d.). Retrieved from Instagram: https://www.instagram.com/wheels.eg?igsh=NGo3M3lycmw5dXZ5
Wood, N. &. (2017). How to Mobilize Social Word of Mouth (sWOM). New York: Business Expert Press.
Wu, M.-H. (2025). The Influence of Wanghong, Parasocial Interaction, and Homophily on Consumer Purchase Intention in Social Media Marketing. 16th International Conference on E-Education, E-Business, E-Management and E-Learning (IC4e) (pp. 26-29). FUKUOKA: the Association for Computing Machinery (ACM).
Xie, Q. &. (2020, August). Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty. Journal of Interactive Advertising, pp. 1-16.
Yeon, J. P. (2019, September). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services.
Yi, Y. &. (2013, February 25). The Impact of Other Customers on Customer Citizenship Behavior. pp. 341-356.
Youssef, N. E.-3. (2023). Enhancing Public Satisfaction: The Impact of Interactive Marketing in Social Institutions (the UAE Ministry of Community Development). Conference on Business and Technology, pp. 367-376.
Zafar, A. U. (2021, February). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior.
Zhu, Y. Q. (2016, December). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, pp. 442-447.
Zuo, R. &. (2023). Analysis of influencing factors of consumers’ online purchase intention of fresh agricultural products based on online review. E3S Web of Conferences. Chengdu.
Cite this Article: