Rania Mostafa

Purpose This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested. Design/methodology/approach Data from 283 FB...

Social selling is a prominent marketing strategy in this digitalization era. Thus, this research aims to inspect the moderating role of social media use in the relationship between selling skills (salesmanship, technical, active empathetic listening (AEL), and emotional intelligence (EI) skills) and selling behaviors (cross/up and adaptive selling...

This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect...

The success of any organization is settled on its ability of initiating, sustaining, and retaining a good customer relationship based on loyalty. Corporate Social Responsibility (CSR) turned out to be considered as an efficient marketing tool. However, the impact of CSR on loyalty is still uncultivated. The present paper investigates the influence...

Purpose Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and cust...

The aim of this paper is to examine the impact of perceived justice on satisfaction with service recovery and how this satisfaction with service recovery can increase both Lebanese banks’ brand credibility and customer-based brand equity. The questionnaire was completed by a total of 403 bank customers. The findings of this paper indicate that perc...

Purpose This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page. Design/methodology/approach Based on a...

Purpose Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection. Design/methodology/approach The study utilized a samp...

With the rising popularity and use of social media, universities attempts to benefit from the promising beneficial role of social media in teaching and learning in the higher education sector. This chapter presents the case of Egypt and the challenges facing adoption of social media in higher education and provides recommendations to educators, dec...

Purpose This paper attempts to investigate the potential effect of mobile banking (m-banking) service quality dimensions (ease of use, usefulness, security/privacy and enjoyment) on customers’ value co-creation intention (CVCCI) in the banking sector. Design/methodology/approach A questionnaire was administered with a sample of 301 respondents fro...

Based on the Stimulus-Organism-Response framework, this study aims to examine how the characteristics of social media website influence student retention intention with a focus on the moderating role of self-efficacy. Results indicate that while information quality, privacy/security, and virtual interactivity influence perceived value; self-efficac...

The purpose of this study is to examine the moderating role of corporate image to the relationship between service recovery strategies and post-recovery satisfaction. Data were collected, using a questionnaire from 182 complaining customers in the mobile service sector. Hierarchical regression analyses demonstrated the moderating role of corporate...

Based on equity theory and prospect theory, this paper explores for the first time the moderating effect of Psychological Contract Violation (PCV) in the relationship between service recovery strategies and perceived justice. Findings from 29 in-depth interviews revealed the moderating role of PCV, which was later tested using a survey instrument....

The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hierar...

Purpose Drawing on social identity theory, the purpose of this paper is to propose and test a conceptual framework of the mechanism of customer response toward corporate social responsibility (CSR) initiatives of Islamic banks. Design/methodology/approach A survey was completed by 203 customers of Islamic banks in Bahrain. Structural equation mode...

The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hierat...

Women account for just under 50 % of the world’s population (UN 2010) at approximately 3.55 billion women. Though women represent almost half of the world, they do not comprise half of the world’s workforce. Worldwide, the percentage of women in the labor force varies widely, from a low of 12 % in Qatar to a high of 53 % in Mozambique (UN 2011). Wo...

This study employed Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to examine consumers’ acceptance of mobile banking. By using structural equation modeling to investigate a sample of 264 postgraduate students in Egypt, this study confirmed that intention to use mobile banking is based on technology and trust attitudes which...

This study proposed and tested comprehensive value co-creation activities and assessed its impact on creating value and building competitive advantages with the aim of developing a comprehensive framework for value co-creation process. Specifically, the study developed, and empirically tested, Prahalad’s and Gebauer’s et al. five activities of co-c...

This article explores direct and indirect antecedents that contribute to corporate image formation in a service recovery context. Two studies were carried out in Egypt. Study 1 comprises 29 semistructured interviews with complainants of mobile phone network service providers in Egypt. Study 2 encompasses a mail survey of another 437 complainants. F...

This article explores for the first time the moderating effect of students’ readiness for cocreation on the student social media engagement and perceived value relationship. Ping’s and Cadogan et al.’s procedures for assessing the structural model with interaction terms were followed. Results based on a sample of 353 university students demonstrate...

Purpose – This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of...

Cyberfeminism is a woman-centered perspective that advocates women’s use of new information and communications technologies for empowerment. This paper explores the role of information technologies, in particular the role of social media, in empowering women entrepreneurship in emerging economies via increased social capital and improved self-effic...