The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt
El Salmy, D., Mahfouz, R., Eman, N. (2025). The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt. EKB Journal Management System, 26(4), 124-169. doi: 10.21608/jsst.2025.403702.2058
dina El Salmy; Roba Mahfouz; Nada Mohamed Eman. "The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt". EKB Journal Management System, 26, 4, 2025, 124-169. doi: 10.21608/jsst.2025.403702.2058
El Salmy, D., Mahfouz, R., Eman, N. (2025). 'The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt', EKB Journal Management System, 26(4), pp. 124-169. doi: 10.21608/jsst.2025.403702.2058
El Salmy, D., Mahfouz, R., Eman, N. The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt. EKB Journal Management System, 2025; 26(4): 124-169. doi: 10.21608/jsst.2025.403702.2058

The Impact of Experiential Marketing on Purchase Intention and Consumer Spending with The Mediating effect on Customer Satisfaction and Brand Loyalty: A Case Study of Local Skincare Brands in Egypt

مجلة البحوث المالية والتجارية
Volume 26, Issue 4, October 2025, Pages 124-169    PDF (574.29 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jsst.2025.403702.2058
Authors
dina El Salmy1; Roba Mahfouz2; Nada Mohamed Eman* 3
1marketing and international business. Arab Academy for Science and technolohy
2Marketing and international business. Arab Academy for science and technology and maritime transport
3marketing and international Business, Arab Academy for Science and Technology and Maritime Transport
Abstract
The growth of the beauty and skincare industry in Egypt is powered by a digitally connected youth culture, nowadays. Where brand sighting and loyalty are increasingly shaped by social media influencers (SMIs). Egyptian consumers—specifically women aged 18–35—rely on influencers not merely for product advice but also for emotional bonds and connection and brand relationship building.
This study investigates how influencer characteristics such as credibility and attractiveness shape consumer perception, which in turn promotes brand love and brand respect, ultimately influencing purchase intention. It also integrates economic factors—perceived economic value and consumer disposable income—to account for rational financial evaluations and spending power. This dual-lens approach enhances the understanding of how emotional (brand relationship) and rational (economic) considerations jointly influence consumer behavior.
The research provides a comprehensive analysis of the interaction between influencer-driven brand perceptions and consumer economic realities in the Egyptian beauty sector, offering implications for both marketing strategy and consumer segmentation.
Keywords
-brand love- - consumer deposable income- social media; -; purchase intention
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