Sara El-Deeb

Sara El-Deeb
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Sara verified their affiliation via an institutional email.
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Sara verified their affiliation via an institutional email.
German University in Cairo | GUC · Faculty of Management Technology (MNGT)

Professor

About

27
Publications
22,833
Reads
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136
Citations
Introduction
My interests are digital marketing, artificial intelligence, consumer behavior and media psychology, and cross-cultural studies.

Publications

Publications (27)
Article
Full-text available
This study explores the evolving circumstances of generative artificial intelligence (AI) and its implications for humanity. A central question guides this exploration: “What is humanity in a world with human‐like machines?” as proposed by Suleyman (2023). Multiple streams of literature have been integrated to employ a holistic approach. This inclu...
Chapter
Full-text available
The concept of 'intelligence' used to differ between human and machines, until the disruption of artificial intelligence (AI). The field of AI is advancing far more rapidly than the establishment of rules and regulations, which is causing certain fear. However, slowing down this progression to avoid economic crisis is not an option because of open-...
Technical Report
Full-text available
The document provides a comprehensive framework for ensuring the safety of agentic AI systems, which are AI models capable of autonomous decision-making and goal pursuit. It defines agentic AI, highlights its benefits and risks, and outlines principles for safer development and governance. The guidelines employ a Weighted Factors Methodology to bal...
Article
Full-text available
Purpose This study draws on social influence and social comparison theories to investigate the effect of social media influencers on intention to visit with the mediating role of upward social comparison. It studies the reasons underlying people's intention to visit a destination from an emotional perspective. Design/methodology/approach PLS-SEM m...
Article
Full-text available
The non-profit sector has been heavily rising with the rise of sustainable development in developed and developing countries. Most economies are putting high pressure on this sector, believing that nongovernmental organizations (NGOs) are one of the main rescues during crises worldwide. However, with the rising number of those NGOs comes their inca...
Chapter
Full-text available
Although influencer marketing and marketer-generated brand anthropomorphism have been extensively studied, consumer-generated imagery influencers (CGIIs) have barely scratched the surface even though it is a rising phenomenon. This is the first study to explore the concept of CGIIs through social media platforms using netnography approach. Results...
Article
Full-text available
This paper is driven by the Theory of Fashion Adoption, Self-Identity Theory, and Theory of Planned Behavior. Its purpose is to investigate the relationship between concern for eco-fashion, knowledge of eco-fashion, and the initiatives of green promotion on the willingness to pay more along with the mediation effect of environmental concern and eco...
Chapter
Full-text available
Researchers recently became interested in mixed reality (MR) because of the availability of hardware that integrates the advantages of two worlds. As an immersive and innovative technological solution for consumers and brands, research has provided insights into the implementation of MR. This technology is promising to transform business models and...
Chapter
Full-text available
With the advancements of non-stop technologies in the retail sector, the relationship between consumers and retailers has become interactive. AI-driven systems have opened the door for retailers to understand consumers’ needs and predict their future behaviors. Through the lens of personalized recommendation systems and retargeted ads, this chapter...
Article
Full-text available
Purpose The main aim of this research is to portray how augmented reality (AR) characteristics (augmentation, interactivity, personalization, spatial presence, novelty, entertainment and informativeness) can enhance online customer experience (OCE). Design/methodology/approach This study conceptualizes a new framework that proposes various relatio...
Article
Full-text available
Driven by the theory of Veblen effect, need for uniqueness theory, cue utilisation theory, socio-meter theory and Brewer's optimal distinctiveness theory, this paper aims to provide an overview on the mediating effect of luxury perception on the relationship between social media marketing and purchase intention. The technique used for data collecti...
Article
Full-text available
Abstract: The emergence of voice assistants (VAs) has influenced the world of retail marketing, leading to a behavioural shift in consumers towards a conversational economy. The purpose of this article is to investigate the future of voice shopping among consumers in an emerging market. Findings from our survey using judgmental sampling indicate th...
Article
Full-text available
Objectives Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts. Methods/Approach A non-probability convenience sampling technique was used to collect the data from 350 part...
Conference Paper
Full-text available
Using the Consumption theory and the Dual Process theory, the purpose of this paper is to explore the motives of small luxury consumption amid the pandemic in individualistic and collectivist cultures. The current study provides insights into the changes in jewelry consumption during the pandemic. In addition to providing a categorization of the lu...
Conference Paper
Full-text available
The success of online apparel retailing nowadays is very hard as businesses need to differentiate themselves and enhance the shopping experience to make it more immersive for consumers in the online context. As consumers' demands have climbed higher and higher that it has become very difficult to actually make the purchase online as it is perceived...
Conference Paper
Full-text available
Tourism took one of the hardest hits during COVID-19 pandemic, especially in Jordan and India, as they are tourism-dependent countries. Despite the restrictions that followed the pandemic, this study identifies the positive influence that this may have caused in enhancing local tourism. The study employed qualitative research methodology in which a...
Conference Paper
Tourism took one of the hardest hits during COVID-19 pandemic, especially in Jordan and India, as they are tourism-dependent countries. Despite the restrictions that followed the pandemic, this study identifies the positive influence that this may have caused in enhancing local tourism. The study employed qualitative research methodology in which a...
Conference Paper
After coronavirus spread, the world has change dramatically. In this era, Augmented Reality (AR) becomes unique concept that transforms digital consumers’ experience. This study is shedding the light on the relationship of augmented reality (AR) characteristics and consumers’ responses with the mediation role of flow experience by the conceptualiza...
Article
Full-text available
The emergence of voice assistants (VAs) influenced the world of retail marketing. That is due to consumer behavior’s shift towards a conversational economy. The purpose of the article is to investigate the future of voice shopping among consumers in an emerging market. Findings from the survey indicate that motivation, PU, PEU, and attitude towards...
Article
Purpose – The purpose of this paper is to investigate what drives people to show a willingness to mitigate the effects of climate change. To accomplish this goal, this research uses the theory of planned behaviour to examine whether attitude towards climate change, subjective norm, and perceived behavioural control are potential determinants of a...
Article
Full-text available
Purpose The purpose of this paper is to investigate what drives people to show a willingness to mitigate the effects of climate change. To accomplish this goal, this research uses the theory of planned behaviour to examine whether attitude towards climate change, subjective norm and perceived behavioural control are potential determinants of a pro-...
Article
Full-text available
Buyers have values and risks affecting their online purchase behavior. This study captures cash on delivery, an online payment method found in emerging markets, as a moderator between utilitarian and hedonic value, perceived risks, and online purchase intention. A survey on a sample of 365 respondents from Egypt is utilized. Results show that cash...
Article
Full-text available
Several types of motives and perceived risks are studied in terms of online buying behavior; however, there is no consensus on the components or measurement of both constructs. Hence, this study analyzes insights from extant research with respect to theory of perceived risk and uses and gratification applied in online shopping in order to refine a...
Article
Based on uses and gratifications (UG) perspective, this study examines the motives of adolescents social network sites (SNS) use across Egypt and Germany. It focuses on three of the most popular SNS sites in terms of both consumer usage and marketer interest: Facebook, YouTube and Twitter. Exploratory study was conducted utilising mixed method appr...

Questions

Questions (7)
Question
Many articles discuss environmental uncertainty from the companies perspective and not consumers. Please share any article that discusses consumers perspective. Thank you.
Question
What do you do when 2 reviewers give you opposing views (contradicting each other) and the editor isn't answering and it took them a year to review and it's too late to withdraw your paper (as the data collected will be outdated).
Here are the 2 reviews:
Reviewer A comments:
Hypotheses H2 to H6 should not be proposed at the 1st order reflective constructs level. Hypotheses should be proposed at the level of the 2nd order latent construct - Luxury perception. Only two hypotheses should be developed on the path between SMM and luxury perception and the path between luxury perception and purchase intention, respectively.
(After we did that, reviewer C comes along and says...)
Reviewer C
In H2, the author has used 5 dimensions of luxury brands, so there should be 5 sub hypotheses.
So, what would you do?!
Question
If all else is perfect and CFA and everything is good, except for discriminant validity, the AVE is less than the MSV - is there any article that could justify this?
Question
I am looking for a source that shows the justification for the calculation of moderation using multiple regression only not hierarchical multiple regression.
Question
After doing multiple regression to test moderation effects using interaction terms, all of the variables were insignificant. After doing Two-Way Anova the results were more logical and significant. Is there any article that mentions why Two-Way Anova is better than multiple regression?
Question
The Uses and Gratification theory describes motives of media usage. However I am searching for the origins and theory of motives (utilitarian and hedonic motives) of shopping online. I would appreciate recommended articles.
Question
Is there any study that mentions that the model is feasible with such low values in social science or do I disregard that linear relationship? (data that consisted of outliers were removed and sample size 250)

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