THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER-BRAND RELATIONSHIP IN THE EGYPTIAN COSMETIC SECTOR

Abstract

While social media (SM) is used throughout the world via website-based network apps that assist in exchanging knowledge, information, and simple interactions with others, the actual number of users is believed to be in the millions. Using SM to satisfy several interests is on the rise: people seek digital information and goods. The purpose of this research was to examine the Social Media Marketing Activities (SMMA) that are used to promote trendy goods in the Egyptian cosmetic sector and to determine the extent to which companies' SMMA activities improve their relationships with consumers and drive purchase intention. For this reason, the focus of this research is to examine the impact SMMA has on the customer-brand relationship in the Egyptian cosmetics industry. Additionally, to better address the question, how effective are SMMA initiatives in creating brand-consumer connections and driving purchase intent? The researcher analyzed data from Egyptian cosmetic market respondents to assess the study factors, including social media marketing activities, customer-brand connections, and purchase intention. The researcher used both methods descriptive and fielded analytical approaches and utilized a questionnaire method to gather data. As a result, it is revealed that the relationship between the customer and the brand has a significant and positive effect on customers' purchase intention via social media.