A Moderation and Mediation Model of Social Media Marketing and Brand Loyalty Among Smartphone Users in Egypt

Oct 16, 2026

Uploaded by Sarah

Social media are widely used for marketing and advertising, yet organizations face difficulties in determining the outcomes of their efforts. This study examines how social media marketing influences brand loyalty among smartphone users in Egypt and whether demographic and psychographic factors shape that relationship. A validated questionnaire gathered data from 502 smartphone users using an ex-post facto design. Multi-group analysis and path analysis tested hypotheses. Findings indicate a significant impact of social media marketing on loyalty, with age and education plus users’ psychographics also significantly affecting the relationship.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages21

Reading Time53 min

AccessFree to download

Abstract

Introduction

Social media as a marketing communication platform

Smartphones and social media marketing context

Theoretical Background and Hypotheses

Social Media Marketing and Brand Loyalty

International Journal of Customer Relationship Marketing and Management Volume 13 • Issue 1 A Moderation and Mediation Model of Social Media Marketing and Brand Loyalty Among Smartphone Users in Egypt OmniaA. Hilal, Faculty of Commerce, Zagazig University, Egypt [https://orcid.org/0000-0001-6757-0428](https://orcid.org/0000-0001-6757-0428) ABSTRACT Social media are being extensively used as a platform to conduct marketing and advertising activities. However, there is always a challenge in how organizations can figure out the results of social media marketing. Therefore, this study aimed to study the effect of social media marketing on brand loyalty among smartphone users in Egypt and to identify the effect of some demographics and psychographics on this relationship. A cluster sample consisting of 502 smartphone users has been surveyed using a questionnaire that has been designed and validated. Ex-post facto design was employed to achieve the research objectives. Multi-group analysis and path analysis were employed to test research hypotheses. Results showed that social media marketing significantly affects brand loyalty, and smartphone users’age and education significantly affect this relationship. Finally, smartphone users’ psychographics significantly affected this relationship. KEywoRdS Brand Loyalty, Demographics, Ex-Post Facto Design, Psychographics, Smartphones, Social Media Marketing INTRodUCTIoN Social networking is providing a whole new level of communication between marketers and consumers (Shareef et al, 2019) . Indeed, 4.20 billion are on social media out of 4.66 billion on internet (Annual Digital Report, 2021), therefor, countless consumers and potential consumers can be reached through various digital channels: emails, social networking sites, blogs and micro-blogs, peer review or referral sites, and social content sites. Hence, more companies are encouraged to use social media asan important part of their online marketing strategies (Chen & Lin, 2019) as more people are joining social network sites suggesting to conduct a new business platform in e-commerce, known as social commerce (Abdelsalam et al, 2020) . Many organizations use social media to promote their products, as well as simply share information (Golijan, 2011) as it is an ideal form of communication to reach a large audience as well as specific targeted audience that do not require any financial resources (Michaelidou et al, 2011) . Social media bring an interesting dynamic to the sales and marketing interface at which customers want to voice DOI: 10.4018/IJCRMM.2022010102 This article published as an Open Accesss article distributed under the terms of the Creative Commons Attribution License ([http://cre](http://cre)[ativecommons.org/licenses/by/4.0/](ativecommons.org/licenses/by/4.0/)) which permits unrestricted use, distribution, and production in any medium provided the author of the original work and original publication source are properly credited. International Journal of Customer Relationship Marketing and Management Volume 13 • Issue 1 their concerns and want to be educated on products and services as a move from passive to active presence,(Liu, 2012; Marshall et al., 2012) . Stephen,(2016) assured that most of consumer marketing in the future will be carried out in digital settings, particularly social media. With the increased use of social media marketing by several types of brands, it has become crucial to study and analyze this phenomenon. The value of social media data is rarely discovered, analyzed and visualized (Hajli & Laroche, 2019). Thus, studying the consequences of social media marketing is the main purpose of this research targeting to spot more light on this new technological marketing communication strategy through investigating the effect of social media marketing on brand loyalty. Smartphones have become an inseparable part of our daily lives. Nowadays, smartphones and social media go

FAQs

What is the primary aim of the study?

To examine the effect of social media marketing on brand loyalty among smartphone users in Egypt and to identify how demographics and psychographics influence that relationship.

How was the data collected and which research design was used?

Data were collected from 502 smartphone users via a validated questionnaire, and an ex-post facto design was used to meet the research objectives.

What key results were reported regarding brand loyalty?

Social media marketing significantly affects brand loyalty, and users’ age and education significantly affect the relationship, while psychographics also significantly influence it.

Oct 16, 2026

Uploaded by Sarah