{"id":"https://openalex.org/W3211930601","doi":"https://doi.org/10.21608/jces.2021.202890","title":"THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER-BRAND RELATIONSHIP IN THE EGYPTIAN COSMETIC SECTOR","display_name":"THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER-BRAND RELATIONSHIP IN THE EGYPTIAN COSMETIC SECTOR","publication_year":2021,"publication_date":"2021-07-01","ids":{"openalex":"https://openalex.org/W3211930601","doi":"https://doi.org/10.21608/jces.2021.202890","mag":"3211930601"},"language":"ar","primary_location":{"id":"doi:10.21608/jces.2021.202890","doi":"https://doi.org/10.21608/jces.2021.202890","is_oa":true,"landing_page_url":"https://doi.org/10.21608/jces.2021.202890","pdf_url":"https://jces.journals.ekb.eg/article_202890_03adc5a5e128698e544a7eef70677889.pdf","source":{"id":"https://openalex.org/S4210215914","display_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u064a\u0629","issn_l":"2090-3782","issn":["2090-3782"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4362724869","host_organization_name":"Suez Canal University","host_organization_lineage":["https://openalex.org/P4362724869"],"host_organization_lineage_names":["Suez Canal University"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u06cc\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u06cc\u0629 \u0648\u0627\u0644\u0628\u06cc\u0626\u06cc\u0629","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W3211930601"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://jces.journals.ekb.eg/article_202890_03adc5a5e128698e544a7eef70677889.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5038042983","display_name":"Amira Mohamed Ahmed Omar","orcid":"https://orcid.org/0000-0002-5333-9193","observed_orcids":["https://orcid.org/0000-0002-5333-9193"]},"institutions":[{"id":"https://openalex.org/I4405264406","display_name":"Egyptian Chinese University","ror":"https://ror.org/01v527c20","country_code":"EG","type":"education","lineage":["https://openalex.org/I4405264406"]}],"countries":["EG"],"is_corresponding":true,"raw_author_name":"Amira Mohamed Ahmed Omar","raw_affiliation_strings":["Faculty of Economics and International Trade, Egyptian Chinese University, Cairo, Egypt"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Economics and International Trade, Egyptian Chinese University, Cairo, Egypt","institution_ids":["https://openalex.org/I4405264406"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5038042983"],"corresponding_institution_ids":["https://openalex.org/I4405264406"],"apc_list":null,"apc_paid":null,"fwci":0.1603,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.53887195,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":"12","issue":"3","first_page":"669","last_page":"700"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.8650000095367432},{"id":"https://openalex.org/keywords/customer-brand-relationship","display_name":"customer-brand relationship","score":0.9779999852180481},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.996999979019165},{"id":"https://openalex.org/keywords/cosmetic-industry","display_name":"cosmetic industry","score":0.7910000085830688},{"id":"https://openalex.org/keywords/brand-promotion","display_name":"brand promotion","score":0.41999998688697815},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.6790000200271606}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.7324510812759399},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6956963539123535},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6579757332801819},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5882272720336914},{"id":"https://openalex.org/C2779717098","wikidata":"https://www.wikidata.org/wiki/Q131207","display_name":"Cosmetics","level":2,"score":0.5029918551445007},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.43062663078308105},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.4190226197242737},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.3836798667907715},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.07711780071258545},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.0},{"id":"https://openalex.org/C142724271","wikidata":"https://www.wikidata.org/wiki/Q7208","display_name":"Pathology","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.21608/jces.2021.202890","doi":"https://doi.org/10.21608/jces.2021.202890","is_oa":true,"landing_page_url":"https://doi.org/10.21608/jces.2021.202890","pdf_url":"https://jces.journals.ekb.eg/article_202890_03adc5a5e128698e544a7eef70677889.pdf","source":{"id":"https://openalex.org/S4210215914","display_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u064a\u0629","issn_l":"2090-3782","issn":["2090-3782"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4362724869","host_organization_name":"Suez Canal University","host_organization_lineage":["https://openalex.org/P4362724869"],"host_organization_lineage_names":["Suez Canal University"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u06cc\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u06cc\u0629 \u0648\u0627\u0644\u0628\u06cc\u0626\u06cc\u0629","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.21608/jces.2021.202890","doi":"https://doi.org/10.21608/jces.2021.202890","is_oa":true,"landing_page_url":"https://doi.org/10.21608/jces.2021.202890","pdf_url":"https://jces.journals.ekb.eg/article_202890_03adc5a5e128698e544a7eef70677889.pdf","source":{"id":"https://openalex.org/S4210215914","display_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u064a\u0629","issn_l":"2090-3782","issn":["2090-3782"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4362724869","host_organization_name":"Suez Canal University","host_organization_lineage":["https://openalex.org/P4362724869"],"host_organization_lineage_names":["Suez Canal University"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u06cc\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u06cc\u0629 \u0648\u0627\u0644\u0628\u06cc\u0626\u06cc\u0629","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3211930601.pdf","grobid_xml":"https://content.openalex.org/works/W3211930601.grobid-xml"},"referenced_works_count":27,"referenced_works":["https://openalex.org/W1739149983","https://openalex.org/W1976860309","https://openalex.org/W1990168101","https://openalex.org/W2012418022","https://openalex.org/W2029337986","https://openalex.org/W2036389121","https://openalex.org/W2037124948","https://openalex.org/W2039200841","https://openalex.org/W2040484478","https://openalex.org/W2068046211","https://openalex.org/W2068178969","https://openalex.org/W2081400045","https://openalex.org/W2088336373","https://openalex.org/W2116305749","https://openalex.org/W2138156863","https://openalex.org/W2145095523","https://openalex.org/W2180053943","https://openalex.org/W2288043638","https://openalex.org/W2626418167","https://openalex.org/W2767752368","https://openalex.org/W2802794224","https://openalex.org/W2920835665","https://openalex.org/W2921187922","https://openalex.org/W3035290171","https://openalex.org/W3124061660","https://openalex.org/W3129019517","https://openalex.org/W4300870773"],"related_works":["https://openalex.org/W3114632412","https://openalex.org/W6991882393","https://openalex.org/W4401849711","https://openalex.org/W4403938267","https://openalex.org/W7134225026","https://openalex.org/W4412358411","https://openalex.org/W4384500663","https://openalex.org/W2900383457","https://openalex.org/W3010676055","https://openalex.org/W4244357030"],"abstract_inverted_index":{"While":[0],"social":[1,155,208],"media":[2,156],"(SM)":[3],"is":[4,29,42,105,186],"used":[5,68,166],"throughout":[6],"the":[7,24,34,44,60,74,81,100,108,113,117,125,151,189,192,195],"world":[8],"via":[9,207],"website-based":[10],"network":[11],"apps":[12],"that":[13,66,188],"assist":[14],"in":[15,33,73,116,132],"exchanging":[16],"knowledge,":[17],"information,":[18],"and":[19,50,78,93,136,161,170,174,194,200],"simple":[20],"interactions":[21],"with":[22,91],"others,":[23],"actual":[25],"number":[26],"of":[27,54,102],"users":[28],"believed":[30],"to":[31,38,58,69,79,83,106,122,149,179],"be":[32],"millions.":[35],"Using":[36],"SM":[37],"satisfy":[39],"several":[40],"interests":[41],"on":[43,112,203],"rise:":[45],"people":[46],"seek":[47],"digital":[48],"information":[49],"goods.":[51],"The":[52,140,164],"purpose":[53],"this":[55,98,103],"research":[56,104],"was":[57],"examine":[59,107],"Social":[61],"Media":[62],"Marketing":[63],"Activities":[64],"(SMMA)":[65],"are":[67,129],"promote":[70],"trendy":[71],"goods":[72],"Egyptian":[75,118,145],"cosmetic":[76,146],"sector":[77],"determine":[80],"extent":[82],"which":[84],"companies'":[85],"SMMA":[86,110,130],"activities":[87],"improve":[88],"their":[89],"relationships":[90],"consumers":[92],"drive":[94],"purchase":[95,138,162,205],"intention.":[96,163],"For":[97],"reason,":[99],"focus":[101],"impact":[109],"has":[111,197],"customer-brand":[114,159],"relationship":[115,190],"cosmetics":[119],"industry.":[120],"Additionally,":[121],"better":[123],"address":[124],"question,":[126],"how":[127],"effective":[128],"initiatives":[131],"creating":[133],"brand-consumer":[134],"connections":[135],"driving":[137],"intent?":[139],"researcher":[141,165],"analyzed":[142],"data":[143],"from":[144],"market":[147],"respondents":[148],"assess":[150],"study":[152],"factors,":[153],"including":[154],"marketing":[157],"activities,":[158],"connections,":[160],"both":[167],"methods":[168],"descriptive":[169],"fielded":[171],"analytical":[172],"approaches":[173],"utilized":[175],"a":[176,183,198],"questionnaire":[177],"method":[178],"gather":[180],"data.":[181],"As":[182],"result,":[184],"it":[185],"revealed":[187],"between":[191],"\"customer\"":[193],"brand":[196],"significant":[199],"positive":[201],"effect":[202],"customers'":[204],"intention":[206],"media.":[209]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1}],"updated_date":"2026-11-14T11:04:58.165337","created_date":"2021-11-22T00:00:00"}
