Examining the Impact of Social Media Marketing Features on Brand Loyalty for Local Beauty and Cosmetics Brands in Egypt: The Mediating Role of Brand Trust

This research aims to investigate the impact of Social Media Marketing Features (SMMF) on consumers’ brand trust (BT) and brand loyalty (BL) to the local beauty and cosmetics brands in Egypt. It tested the impact of five SMMF; entertainment, customisation, interaction, trendiness and word of mouth W...

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Principais autores:	May Fahmy, Wael Kortam, Maya Yousry
Format:	Artigo
Jezik:	Inglês
Izdano:	October University for Modern Sciences and Arts (MSA) 2026-04-01
Serija:	MSA-Management Sciences Journal
Teme:	Social media marketing features brand loyalty brand trust beauty & cosmetics sector
Online dostop:	https://msamsj.journals.ekb.eg/article_487488_0611d836af676e0a6b4d04f10c468248.pdf
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