The impact of digital content marketing via social media on the Egyptian consumer's responses towards the brand "by application to telecom companies"

Document Type : Original Article

Author

Assistant lecturer in the Department of Public Relations and Advertising, Faculty of Information, Cairo University.

Abstract

This research aims to study the impact of digital content marketing through social media on the Egyptian consumer's responses towards telecommunications companies, which are represented in: the attitude towards the brand, interaction with the content, buying behavior and brand loyalty. An electronic questionnaire was designed and distributed to an available sample of 350 telecommunications company customers in Egypt "Vodafone, Orange, Etisalat and We". The research concluded that there is a statistically significant effect of digital content marketing on consumer responses towards the brand. Also, each of the characteristics of the digital content represented in: (quality / value of the content, credibility and attractiveness) and the type of digital content represented in: (informational, entertaining and functional content) and finally the form of the digital content represented in: (image, video and text) have a statistically significant effect on All consumer responses towards the brand, while it was not clear that there is a statistically significant effect of the form of digital content on consumer interaction with it.
 

Keywords

The Egyptian Journal of Media Research
Volume 2023, Issue 84 - Serial Number 84
second part - forth volume
July 2023
Pages 1803-1845

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