Role of social media content marketing on brand image: a case study on mobile service providers in Egypt

Abstract

This research examines the influence of digital content marketing (DCM) on consumers' perception of brand image in the Egyptian telecommunication industry. The study employed a survey-based methodology with a sample thoughtfully selected based on a non-proportional quota sampling approach, deliberately choosing an equal quota of 100 participants from each of the four major telecommunication companies in Egypt. The findings indicate that DCM plays a significant role in shaping brand image, with entertaining and memorable content, coupled with credible messaging, fostering trust and positive brand perception. Continuous user engagement and content sharing further enhance brand image by promoting brand advocacy. The research highlights the strong correlation between consumers' engagement with DCM content and their emotional connection to telecommunication brands, ultimately impacting brand image. Notably, Orange and WE stand out with more consistent and positive responses from consumers. These insights offer valuable guidance to telecommunication companies in Egypt seeking to optimize their DCM strategies for enhanced brand image and customer satisfaction in this competitive market.Received: 31 October 2023 Accepted:10 January 2024 Published: 27 February 2024

Keywords

• digital content marketing (dcm), brand image, telecommunication industry, social media