This research examines digital marketing channels (E-mail Marketing, Mobile Marketing, and Retargeting) for marketers. It analyzes the effect of these channels on the consumer buying decision process in the Egyptian market. The author researched an online questionnaire. The questionnaires were administered based on a simple sampling method and obtained in the Egyptian market. 285 questionnaires were distributed, and 213 available samples were collected, except incomplete questionnaires, resulted in a response rate of 74.7% to all those who chose to participate. Findings indicate that e-mail has a profoundly positive influence on consumer buying decisions in two phases (post-purchase) and information research). In the purchase, the decision phase has a negative effect on customer decisions. The mobile, as a digital marketing channel, has a negative impact on consumer decisions through all the stages of the consumer buying decision process in the Egyptian market. Also, re-targeting has a high effect on consumer decisions in the evaluation stage; then, information research needs recognition, purchase decision, and post-purchase. Targeting is the most influential variable in the consumer buying decision process. We can notice that the most significant effect on the consumer decision is in the evaluation stage, and this can be due to that the re-targeting channel directed to the consumer who has already been searching for the product.
Brand experience has received a lot of attention within the business industry. Customers are looking for not only valuable brand benefits but also, emotional skills as well as brand experience theory. In this regard, the Egyptian Telecommunications Industry tries, also, to provide answers on how to measure brand experience and how it affects customers’ behaviors. This research examines in the context of the Egyptian telecommunications market the relationship between Brakus et al.’s (2009) four whole experience dimensions (sensory, affective, intellectual, and behavioral), brand personality, and brand loyalty. The author produced an online questionnaire, which, based on a simple sampling method, was distributed to and collected from the Egyptian telecommunications industry (Vodafone Egypt, Orange Egypt, Etisalat Egypt, and We Egypt). Four hundred fifty questionnaires were distributed and, excluding those that were incomplete, the author obtained 392 samples. This represented an 87% response rate. The results indicate that brand experience has a positive impact on the brand’s personality. Brand experience has, also, a strong positive effect on brand loyalty and, ultimately, brand personality has a strong positive effect on brand loyalty. Besides the brand experience’s direct effect on brand loyalty, it has a significant indirect effect on brand loyalty by impacting on brand personality. Among the relationships between the variables, the relationship between brand personality and brand loyalty is the strongest. More particularly, it is noteworthy that the correlation with the findings shows that the relationship between brand experience and brand loyalty is greater than the direct relationship. Therefore, in order to strengthen customer brand loyalty, telecommunications managers should pay more attention to customer brand personality.
Purpose -This study explored the impact of organizational resilience on Job stress, and the moderating effect of experience on this relationship during the COVID-19 pandemic in Egypt. Therefore, the main question, which this study tries to answer is: Does organizational resilience have a significant impact on Job stress during the COVID-19 pandemic in Egypt? Design/methodology/ approach -This study used both descriptive and field analytical techniques. On the one hand, the researcher used descriptive techniques to review and evaluate the literature. On the other hand, the researcher used analytical techniques to analyze the data, obtained from the targeted sectors, about the moderating effect of experience on organizational resilience's impact on Job stress. Consequently, this study was able to achieve its purpose of assessing the impact of organizational resilience dimensions on Job stress and the moderating role of experience in Egypt during the COVID-19 pandemic.
Purpose: the primary goal of this research is to provide insight into the effect of human capital development on strategic renewal in the Egyptian hotel industry. In addition, to examine the effect of dynamic capabilities as a moderating variable in the relationship between human capital development and strategic renewal. Methods and tools: questionnaires were distributed based on a simple sampling method and collected in the Egyptian hospitality industry. 310 questionnaires were distributed, and 204 usable samples were obtained, yielding a 66% response rate from those who agree to participate. The Partial Least Square-Structural Equation Modeling (PLS-SEM) method has been used for analyzing the data and testing our hypotheses. The analysis of this paper was done using SPSS V. 23 for both descriptive and inferential statistics and Smart PLS V.3.3.3 for PLS-SEM analysis. Results: this study indicates that human capital development has a statistically significant effect on Strategic Renewal; also, the findings observe that Dynamic Capabilities have a statistically significant impact on Strategic Renewal. And the Moderating Effect of dynamic capabilities not approved. Theoretical and empirical contribution: The conceptual model with statistical results that emphasizes the significance of human capital development for the strategic renewal of business enterprises in the Hospitality field of developing countries has been investigated in this study. Human capital development has previously been highlighted, but its impact on strategic renewal has not been extensively investigated. Besides, this study provides valuable insights for decision-makers. As recommends that hotel managers consider human capital development and present it as a vital part of strategy formulation.
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