Issue Archive
Volume 21 Issue 01 (Oct 2026)
Browse the selected issue in a cleaner research-focused reading flow, with article discovery, quick archive movement, and direct access to the full issue PDF.
Social media marketing activities and purchase intention among bottom-of-the-pyramid consumers: The moderating role of sustainability perception in Egypt's FMCG sector
Despite the rapid expansion of social media marketing in emerging markets, literature has substantially neglected the Bottom of the Pyramid consumer segment in MENA markets. In Egypt, nearly 30% of the population resides below the national poverty line (CAPMAS,2023). Furthermore…