Higher education is becoming more competitive, as more students are enrolled from different backgrounds. Universities are establishing themselves amidst this trend context through effective marketing strategies, which help in building brand strategies and meeting institutional objectives set forth. (Perera et al., 2022). In this regard, social media has gained prominence as a valuable weapon in the marketing of higher education with several avenues for universities to connect with their students both prospective and existing (Masa'deh et al., 2021).

Egyptian private universities offering international programs face intense competition in attracting and retaining students (Barsoum, 2017). In this highly competitive landscape, effective branding and marketing strategies are crucial for success. Social media marketing activities (SMMAs) have become an essential tool for universities to engage with prospective students and enhance their brand equity (Rutter et al., 2016). However, many Egyptian private universities struggle to effectively implement SMMAs and measure their impact on brand equity (El-Tazy & Elbeltagi, 2022).

This problem is compounded by the fact that many institutions rely on generic content and engagement strategies that do not resonate with their target audience, particularly international students who may have different expectations and perceptions of brand value. Additionally, in order to position their brands both locally and globally, private universities that provide international programs confront unique challenges. They need to strike a balance between the requirements and standards of international accrediting bodies and partner institutions and the expectations of Egyptian students. Many universities lack the knowledge and resources to create such specialized social media strategies, which is necessary for this dual market approach (Kapferer, 2008). As a result, they neglect opportunities to improve their global brand presence and are unable to attract the high-quality students they need to sustain and expand their brand.

The practical challenge is the development and implementation of social media marketing strategies that not only enhance brand awareness but also positively impact brand equity in the context of international programs. Universities frequently lack the knowledge and tools necessary to develop a cohesive e-brand experience that resonates with their target audience (Foroudi et al., 2019). Inefficient resource allocation and missed opportunities for brand enhancement may result from this gap in practical understanding. Moreover, many private universities in Egypt have adopted social media equity platforms like Facebook, Instagram, and LinkedIn as part of their marketing efforts, but there is a lack of understanding about how these social media efforts translate into tangible improvements in brand equity. There is a risk of a disconnect between the resources spent on social media activities and the actual return on investment in terms of brand awareness, loyalty, and student recruitment (Ismail et al., 2018).

The relationship between brand equity and social media marketing (SMM) has been investigated in a variety of contexts; however, there is a dearth of research that specifically examines this relationship within the higher education sector, particularly for international programs (Phau-Ilardi, 2016). The educational sector's unique characteristics and challenges have been largely ignored in studies that have concentrated on consumer goods or services. There is also a dearth of empirical studies that investigate the specific SMM activities that have the greatest impact on the e-brand experience and, as a result, brand equity. The majority of research has adopted a comprehensive perspective, failing to identify the critical components of SMM that are responsible for brand success.

This paper investigates the relationship of SMM activities with CBBE through EBE as a mediator in the context of international programs in Egyptian private universities specifically. We examine five key dimensions of SMM activities: interactivity, informativeness, personalization, trendiness, and word-of-mouth. (Amalia et al., 2021) The theoretical framework draws upon established marketing theories, including the Stimulus-Organism-Response (S-O-R) model, and uses and gratifications theory. (Dwivedi, 2021; Athwal, 2019). The study contributes to the existing literature by providing empirical evidence from a unique context – international programs in Egyptian private universities – and by explicitly examining the mediating role of EBE. Based on the above, the research questions will be as follows:

1- What is the impact of SMM activities on CBBE in the context of International Programs in Egyptian Private Universities?

2- What is the impact of SMM activities on EBE in the context of International Programs in Egyptian Private Universities?

3- What is the impact of EBE on CBBE in the context of International Programs in Egyptian Private Universities?

4- Does EBE mediate the relationship between SMM activities and CBBE in the context of International Programs in Egyptian Private Universities?

The variable SMM activities is considered as the independent variable, EBE is considered as the mediator variable and CBBE is considered as the dependent variable. In the following subsections we will discuss:

1- To investigate the relationship between SMMA and CBBE in the context of International Programs in Egyptian Private Universities.

2- To test the relationship between SMMA and EBE in the context of International Programs in Egyptian Private Universities.

3- To examine the relationship between EBE and CBBE in the context of International Programs in Egyptian Private Universities.

4- To examine the mediation role of EBE between SMMA and CBBE in the context of International Programs in Egyptian Private Universities.

The findings and hypothesis testing revealed that the independent variable (SMM activities) has a significant positive effect on CBBE (dependent variable) in the International Programs in Egyptian Private Universities, SMM activities have a positive effect on CBBE, SMM activities have a positive effect on E-Brand Experience. EBE has a positive effect on CBBE Finally, in the International Programs in Egyptian Private Universities., EBE mediates the relationship between SMM activities and CBBE in the following ways:

The first objective is to investigate the relationship between SMM activities and CBBE and H1: it is expected that SMM activities have an impact on CBBE in the context of International Programs in Egyptian Private Universities. The findings reveal that SMM activities have a substantial direct association with CBBE. This is consistent with (Dananjoyo, 2024; Sohaib et al., 2022; Phan et al., 2022; Shuyi et al., 2022; Faisal & Ekawanto, 2021; Haudi et al. (2022; Malarvizhi et al, 2022; Ebrahim, 2020; Amoako et al., 2019; Godey et al., 2015). Studies have shown that brands that actively engage with their social media followers experience increased brand awareness, improved brand image, and stronger brand loyalty (Ibrahim et al., 2021). This engagement fosters a sense of community and strengthens the emotional connection between the brand and the consumer, ultimately leading to increased brand equity (Gómez et al., 2019). However, the effectiveness of interactivity depends on the quality of the interaction. Superficial or insincere interactions can negatively impact brand perception (Gómez et al., 2019).

Further, studies have found a positive correlation between the informativeness of SMMA and brand awareness, brand image, and brand equity (Poturak et al., 2019). However, the effectiveness of informative content depends on its relevance and quality. Irrelevant or poorly presented information can be detrimental to brand equity (Poturak et al., 2019). Hence, this research postulates that effective social media marketing activities are more likely to drive consumer-based brand equity.

In the same vein, personalized communication enhances the student experience by making them feel valued and understood (Malarvizhi et al., 2022). This can involve using targeted advertising, segmenting audiences based on interests and demographics, and tailoring content to specific groups. Personalized messages and offers can improve engagement and loyalty, resulting in stronger brand equity (Wang, 2019). In addition to that, staying current with social media trends is important for attracting the attention of the target audience (Amoako et al., 2019). This involves using popular hashtags, participating in relevant challenges, and adapting content formats to match current trends. Trendy content increases visibility and appeal, positively influencing brand awareness and image (Koay et al., 2020).

Furthermore, E-WOM, generated by current students and alumni, plays a significant role in shaping brand perceptions (Aji et al., 2020; Poturak et al., 2019). Positive eWOM can influence prospective students' purchase intentions and build trust in the university. Encouraging student reviews and testimonials can be a valuable tool for improving brand equity.

The second objective is to test the relationship between SMM activities and E-Brand Experience in the context of International Programs in Egyptian Private Universities and H2: it is expected that SMM activities have an impact on EBE in the International Programs in Egyptian Private Universities. The findings reveal that SMM activities have a significantly positive effect on the E-Brand Experience. This result is in the same vein as (Sharmin et al., 2021; Appiah et al., 2019; Smilansky, 2017; Sprosen, 2014; Sahin et al., 2011; Brakus et al., 2009). Moreover, the literature provided a strong positive relationship between SMMAs and e-brand experience (Dananjoyo, 2024; Godey et al., 2015). Studies have shown that effective SMMAs can enhance brand awareness, build positive brand image, foster trust, and increase customer satisfaction (Sohaib et al., 2022; Phan et al., 2022). These positive effects, in turn, can lead to increased purchase intentions and brand loyalty (Shuyi et al., 2022; Faisal & Ekawanto, 2021).

The third objective is to examine the relationship between EBE and CBBE in the context of International Programs in Egyptian Private Universities. H3: it is expected that EBE has an impact on CBBE in the context of International Programs in Egyptian Private Universities. The findings show that in International Programs in Egyptian Private Universities., EBE has a significant direct relationship with CBBE. This finding is consistent with (Ali, 2021; Varsha, et al., (2021; Pinar et al., 2020; Koay et al., 2020; Neeraja et al., 2019; Hepola et al., 2017; Altaf et al. 2017; Xie et al. (2017; Elseidi & El-Baz, 2016). E-brand experience encompasses all aspects of a brand's online presence, including website design, user interface, customer service interactions, and the overall online brand image (Alwi, 2013). A positive e-brand experience leads to increased customer satisfaction, loyalty, and ultimately, brand equity. Conversely, a negative e-brand experience can lead to dissatisfaction, reduced loyalty, and damage to brand equity (Alwi, 2013).

A favorable brand experience, according to the S-O-R model, generates favorable brand reactions from consumers. One study that indicated that brand experience significantly affects brand image and awareness was Altaf et al. (2017). Premium price is more subservient to consumers who have a favorable brand experience. Brand engagement increases the possibility that consumers will buy a product if they form an emotional connection with the brand (Dwivedi, 2015).

Additionally, satisfaction, brand trust, and brand loyalty were all found to be significantly positively impacted by brand experience (Sahin et al., 2011). Positive brand experiences lead to better brand relationships, which in turn encourage more civic behavior on the part of customers (Xie et al., 2017). According to Chen and Lin (2019), social media marketing campaigns have the added benefit of encouraging ongoing engagement and potential sales.

The fourth objective is to examine the mediation role of EBE between SMM activities and CBBE in the context of International Programs in Egyptian Private Universities and H4: EBE is anticipated to mediate the link between SMMA and CBBE within the framework of International Programs at Egyptian Private Universities. The findings demonstrate a partial mediating effect of the EBE on the link between SMM activities and CBBE within the International Programs at Egyptian Private Universities. This conclusion aligns with the studies conducted by Mirbabaei et al. (2023), Anggraheni & Haryanto (2023), Lesmana et al. (2023), and Moghimi (2022), as well as Beig & Khan (2018). Zollo (2020) asserts that E-brand experience is a vital mediating variable connecting SMMAs to brand equity. An affirmative e-brand experience, characterized by intuitive navigation, compelling content, and tailored interactions, substantially amplifies the influence of SMMAs on brand equity. An unpleasant experience can diminish the beneficial impacts of SMMAs. Research by Ibrahim et al. (2021) indicates that positive e-brand experiences improve consumers' perceptions of the brand, resulting in heightened brand loyalty and advocacy.

Moreover, various studies have investigated the mediation role of EBE in the connection between SMMA and CBBE (Algharabat, 2020). Positive EBE, defined by high usability, perceived value, engagement, and satisfaction, enhances the link between SMMA and CBBE (Sharmin et al., 2021). A favorable interaction with a brand's website or social media platforms can enhance brand awareness, elevate brand image, and strengthen brand loyalty (Sharmin et al., 2021). Negative e-brand experiences can diminish or negate the positive impacts of SMMA on CBBE (Sharmin et al., 2021).

The Egyptian Higher Education sector has yielded significant insights regarding the mediating function of e-brand experience, as demonstrated by Sadek (2021), who studied 399 undergraduate students from private and international universities in Egypt. The findings indicate that online brand experience substantially mediates the relationship between Social Media Brand Communication and the dimensions of brand equity.

The theoretical and practical aspects of this paper are both strengthened. For the theoretical contribution: This study adds to the body of knowledge by offering evidence from a unique setting - international programs in Egyptian private universities - and by focusing on the mediating role of EBE.

For the practical contribution: The fruitful insights this study provides regarding how well SMMA shapes EBE at private universities in Egypt. The findings show a strong positive correlation, mediated by EBE, between several SMMA and CBBE. In order to create strong CBBE and cultivate student loyalty, the findings emphasize the significance of investing in creating interesting and interactive online experiences. For marketing managers at private universities in Egypt, these findings offer significant practical insights. According to the study, a strategic approach to social media marketing (SMM) that emphasizes creating interactive, educational, and user-generated content can greatly aid in developing a strong brand image and attracting potential students.

This paper raises several concrete implications for professionals in marketing in higher education institutions:

- Foster Engagement: It is recommended that universities communicate with their students on different social media handles while paying attention to comments and constructive feedback. That creates room for Two-way communication which enhances relationships and trust (Aggarwal & Mittal, 2022; Al-Abdallah et al., 2024).

- Create Meaningful Programs: It is a requirement that universities translate commendable information on their global programs putting their outstanding values, advantages and opportunities into narrative. Once such useful information is exposed Brand credibility will be heightened and more students shall be attracted (Sohaib et al., 2022; Masadeh, 2021).

- Client Targeting Message: The students of different segments are to be created with content that presumed that they would address their issues in the case of each University social media. Communication strengthens the bond between students and the university thereby boosting participation (Aggarwal & Mittal, 2022; Al-Abdallah et al., 2024).

- Stimulate New Business: Students who are hired for international programs are supposed to be activated so that through their social networks they can communicate the highlights of their impressions as well as the testimonials through social media. Positive word of mouth is a forecastable phenomenon that greatly affects the views and choices of potential students (Dhewi & Kurnianto, 2023; Amalia et al., 2021).

This study has several limitations that should be considered. First, the sample is limited to students enrolled in international programs at Egyptian private universities. The findings may not be generalizable to other contexts or student populations. Future research should explore the generalizability of these findings across different geographic regions, university types, and program types. Second, the study employs a cross-sectional design to examine the relationship between SMM activities and CBBE, as well as the mediating role of EBE in the International Programs in Egyptian Private Universities. As a consequence of this, the study only offers a picture of a single instant in time. This suggests that the findings of this paper are only useful under certain conditions, including when external factors such as governmental regulations, economic activity, the competitive climate, and so on are unaffected. Third, the study focuses on a limited set of SMM activities. Future research could explore the impact of other SMM activities, such as influencer marketing and paid advertising. Finally, the study did not consider the role of other factors, such as institutional reputation and program quality, that might influence CBBE. Future research should incorporate these factors to provide a more comprehensive understanding of the determinants of CBBE.