Journal of Business and Retail Management Research
Volume 21 Issue 01 (October 2026)
Issue citation and reference package
========================================================================

1. Social media marketing activities and purchase intention among bottom-of-the-pyramid consumers: The moderating role of sustainability perception in Egypt's FMCG sector
Authors: Sara Mohamed Abdelaziz El-Menawy; Noha Magdy Kamel El-Sharawy
Published: 29 Sep 2026
Article URL: https://jbrmr.com/details&cid=610
References: Aggarwal, A., & Mittal, P. (2022). Social media marketing and consumer behavior: The mediating role of informativeness. Journal of Business Research, 145, 123–134. Ballew, M. T., Omoto, A. M., & Winter, P. L. (2015). Using Web 2.0 and social media technologies to foster proenvironmental action. Sustainability, 7(8), 10980–11002. https://doi.org/10.3390/su70810980 Bazi, S., Filieri, R., & Gorton, M. (2020). Customers' motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. https://doi.org/10.1016/j.jbusres.2020.03.019 Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, F. A., Alshammari, S. S., & Elshaer, I. A. (2023). Driving purchase intention through social media marketing activities: Does generational cohort matter? Sustainability, 15(10), 8218. https://doi.org/10.3390/su15108218 Central Agency for Public Mobilization and Statistics (CAPMAS). (2023). Poverty measurement in Egypt 2023. Arab Republic of Egypt. DataReportal. (2024). Digital 2024: Egypt. https://datareportal.com/reports/digital-2024-egypt Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305 Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168 Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181 Gupta, M., & Syed, A. A. (2022). Role of social media marketing activities in consumer behavior toward green products: A mediation analysis. Journal of Cleaner Production, 371, 133672. https://doi.org/10.1016/j.jclepro.2022.133672 Ibrahim, B., & Aljarah, A. (2021). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 27(5), 509–535. https://doi.org/10.1080/13527266.2021.1883282 International Monetary Fund. (2024). Arab Republic of Egypt: 2024 Article IV consultation. IMF Country Report No. 24/238. https://www.imf.org/en/Publications/CR/Issues/2024/07/22/Arab-Republic-of-Egypt-2024-Article-IV-Consultation Jaiswal, A. K., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008 Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068 Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014 Kolk, A., Rivera-Santos, M., & Rufín, C. (2022). Reviewing a decade of research on the base/bottom of the pyramid (BOP) concept. Business & Society, 61(5), 1129–1174. https://doi.org/10.1177/00076503211059389 Lee, E.-M., Park, S.-Y., & Lee, H. J. (2013). Employee perception of CSR activities: Its antecedents and consequences. Journal of Business Research, 66(10), 1716–1724. https://doi.org/10.1016/j.jbusres.2012.11.008 Manthiou, A., Chiang, L., & Liang (Rebecca), T. (2013). Investigating the effects of memorable experiences: An on-site study of a nature-based tourist destination. Journal of Hospitality Marketing & Management, 22(2), 139–157. https://doi.org/10.1080/19368623.2011.640034 Martin, K. D., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10(2), 61–66. https://doi.org/10.1080/15252019.2010.10722170 Meliawati, A., Budiharjo, E., Lestari, I. D., & Suprapto, W. (2023). Social media marketing and word-of-mouth effects on purchase intention among Indonesian consumers. International Journal of Data and Network Science, 7(3), 1241–1250. https://doi.org/10.5267/j.ijdns.2023.4.013 Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046 Naaman, M., Becker, H., & Gravano, L. (2011). Hip and trendy: Characterizing emerging trends on Twitter. Journal of the American Society for Information Science and Technology, 62(5), 902–918. https://doi.org/10.1002/asi.21489 Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11(9), 2653. https://doi.org/10.3390/su11092653 Okazaki, S., Díaz-Martín, A. M., Rozano, M., & Menéndez-Benito, H. D. (2015). Using Twitter to engage with customers: A data mining approach. Internet Research, 25(3), 416–434. https://doi.org/10.1108/IntR-11-2013-0249 Seo, E. J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014 Trivedi, J. D., Trivedi, J., & Kaur, J. (2022). A review of sustainability and environmental consumer behavior: Directions for future research. Sustainability, 14(11), 6901. https://doi.org/10.3390/su14116901 Wang, Y., Chowdhury Ahmed, S., Deng, S., & Wang, H. (2019). Success of social media marketing efforts in retaining sustainable online consumers: An empirical analysis on the online fashion retail market. Sustainability, 11(13), 3596. https://doi.org/10.3390/su11133596 World Bank. (2024). Egypt, Arab Rep. country overview. https://www.worldbank.org/en/country/egypt/overview Xie, S., & Madni, G. R. (2023). Trending social media use and young consumers' green purchase behavior: Mediating role of green brand image. Frontiers in Psychology, 14, 1125125. https://doi.org/10.3389/fpsyg.2023.1125125 Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001 Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092 Zhu, Y.-Q., & Chen, H.-G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
------------------------------------------------------------------------