The Effect of Brand Awareness on Consumer Purchase Intention "An Applied Study on Social Media Users in Egypt"

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor of Business Administration, Former Dean of the Faculty of Commerce, Menoufia University

2 Demonestrator in B.A .Dept. Faculty of Commerce –Menoufia University

المستخلص

The main objective of this research is to deteremine the extent of the effect of brand awareness on consumer purchase intention among social media users in Egypt.
As social media has become a critical platform for brand communication and customer engagement, understanding its role in shaping consumer behavior is essential. This research investigates how brand awareness, fostered through social media interactions, affects the likelihood of consumers to make purchasing decisions. To achieve this, the researcher used the descriptive analytical method to describe the phenomenon under study. A survey was conducted to collect primary data from a sample of 412 users of social media platforms in Egypt. Statistical methods were employed to analyze the collected data, including correlation analysis. The study found a significant relationship between the dimensions of brand awareness and purchase intention. The analysis revealed a positive relationship between brand awareness and purchase intention, showing that increased brand familiarity significantly influences the intention to purchase. The study provides valuable insights for marketers on the importance of leveraging social media to enhance brand awareness and drive consumer purchase decisions in the Egyptian market.

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