Impact of Social Media Marketing Activities on Customer-Based Brand Equity with Mediation Role of E-Brand Experience: Applied Study on International Programs in the Egyptian Private Universities

Abstract

The purpose of this research is to investigate the impact that social media marketing activities (SMMAs) have on customer-based brand equity (CBBE), within the context of international programs at private universities in Egypt, using e-brand experience (EBE) as the mediating variable. This study aims to develop a model to examine the interrelationship between variables through structural equation modeling. The research employs quantitative analysis through a questionnaire to collect necessary data. The results were analysed using structural equation modeling (SEM) with AMOS software. The results reveal substantial correlations among social media marketing activities (SMMAs), e-brand experience (EBE), and customer-based brand equity (CBBE) providing important insights for marketing strategies within the context of higher education. This study enhances the literature by investigating the mediating effect of e-brand experience in the link between social media marketing activities and customer-based brand equity within the context of international programs in Egyptian private universities. By understanding the significant impact of social media marketing activities and e-brand experience on customer-based brand equity, Egyptian private universities can optimize their digital marketing efforts to strengthen their brand image, foster student engagement, improve their competitive edge and attract more students to their international programs.