Abstract
Purpose – This paper aims to investigate advertising effectiveness in various social media platforms in the fashion industry in Egypt. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including attitude towards online ad formats, ad intrusiveness, product involvement and social media ad effectiveness among Egyptian consumers. Design/methodology – The study examines advertising effectiveness in social media in terms of ad attitude and loyalty intentions. An online survey was conducted with 1300 social media users.
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