Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities
Farouk, O., Tantawi, P., A. Ragheb, M., Ragab, A. (2025). Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities. EKB Journal Management System, (), 1-16. doi: 10.21608/aja.2025.351935.1775
Omar Elfarouk Ehab Farouk; Passent Tantawi; Mohamed A. Ragheb; Ayman Ragab. "Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities". EKB Journal Management System, , , 2025, 1-16. doi: 10.21608/aja.2025.351935.1775
Farouk, O., Tantawi, P., A. Ragheb, M., Ragab, A. (2025). 'Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities', EKB Journal Management System, (), pp. 1-16. doi: 10.21608/aja.2025.351935.1775
Farouk, O., Tantawi, P., A. Ragheb, M., Ragab, A. Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities. EKB Journal Management System, 2025; (): 1-16. doi: 10.21608/aja.2025.351935.1775

Impact of Social Media Marketing Activities on Customer-based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities

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Articles in Press, Accepted Manuscript, Available Online from 20 February 2025  XML PDF (644.89 K)
Document Type: بحوث باللغة الإنجلیزیة
DOI: 10.21608/aja.2025.351935.1775
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Authors
Omar Elfarouk Ehab Farouk email orcid ; Passent Tantawi; Mohamed A. Ragheb; Ayman Ragab
The Arab Academy for Science, Technology and Maritime Transport, Alexandria, Egypt
Abstract
The purpose of this research is to investigate the impact that social media marketing activities (SMMAs) have on customer-based brand equity (CBBE), within the context of international programs at private universities in Egypt, using e-brand experience (EBE) as the mediating variable. This study aims to develop a model to examine the interrelationship between variables through structural equation modeling. The research employs quantitative analysis through a questionnaire to collect necessary data. The results were analysed employing by Structural Equation Modeling (SEM) using Analysis Moment of Structures (AMOS) software. The results reveal substantial correlations among social media marketing activities (SMMAs), e-brand experience (EBE), and customer-based brand equity (CBBE) providing important insights for marketing strategies within the context of higher education. This study enhances the literature by investigating the mediating effect of EBE in the link between SMMAs and CBBE within the context of international programs in Egyptian private universities. By understanding the significant impact of social media marketing activities and e-brand experience on customer-based brand equity, Egyptian private universities can optimize their digital marketing efforts to strengthen their brand image, foster student engagement, improve their competitive edge and attract more students to their international programs.
Keywords
Social Media Marketing Activities; E-Brand Experience; Customer-Based Brand Equity; International Programs
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