The relationship between Influencer Marketing and Consumer Behavior in the Food Industry in Egypt | ||
| ERU Research Journal | ||
| Volume 4, Issue 3, July 2025, Pages 3030-3051 PDF (443.14 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/erurj.2025.288775.1141 | ||
| Authors | ||
| Mona Mussa; Nouran Ashour* | ||
| Department of Business, Faculty of Management, Economics, and Professional Technology, Egyptian Russian University, Badr City, Cairo-Suez Road, 11829, Cairo, Egypt. | ||
| Abstract | ||
| This study explores how influencer marketing affects consumer behaviour within the Egyptian food industry, focusing on the customer’s perspective. A quantitative approach was adopted, using an online questionnaire targeting Egyptian consumers who engage with food-related brands and companies on social media. Convenience sampling was utilized, with a total sample size of 400 respondents, out of which 384 valid responses were analyzed. The data were processed using IBM SPSS v22 for Windows. The results indicate a strong relationship between influencer marketing and shifts in consumer behaviour, particularly in how customers perceive and choose food products. The model demonstrated a strong predictive capacity for consumer choices driven by influencer endorsements. This study recommends that Egyptian food companies incorporate influencer marketing as a core strategy to influence purchasing behaviour and build deeper customer relationships. However, this research is confined to the Egyptian food sector, limiting the generalizability to other industries. | ||
| Keywords | ||
| Customer Perception; Purchasing Decisions; Digital Advertising; Brand Endorsements | ||
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