The Effect of Facebook Marketing on Brand Engagement: The influence of Demographics and Psychographics

Abstract

Social media is increasingly finding a place for itself in all aspects of our lives. Social media is being increasingly used as a platform to conduct marketing and advertising activities (Alalwan, 2018). However, there is always a challenge in how organizations can figure out the results of social media marketing (Costa, Borges-Tiago & Tiago, 2018). Therefore, this study aimed to determine the effect of social media marketing on brand engagement among smartphone users in Egypt, moreover, to identify the effect of demographics and psychographics on this relationship. Ex-post facto design has been chosen to achieve the research objectives. A questionnaire has been designed and a cluster sample consisting of 502 smartphone users have been surveyed. Results showed that social media marketing significantly affects brand engagement, moreover, smartphone users’ age, income, and education significantly affect this relationship. Finally, smartphone users’ psychographics significantly affected this relationship.
Keyword: Social Media Marketing, Brand Engagement, Demographics, Psychographics, Smartphones, ex-post facto design.

Full text

 JRL of the Faculty
of Commerce for January 2019,Vol. 56 No. 1
Scientific Research.
The Effect of Facebook Marketing on
Brand Engagement: The Role of
Demographics and Psychographics
An Empirical Study on Smartphone
Users in Egypt
Omnia Abdelazeem
abdelhaleem Hilal
Assistant lecturer
Faculty of Commerce
Zagazig university
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Ex-post facto

Abstract
Social media are increasingly finding a
place for themselves in all aspects of our
lives. Social media are being extensively
used as a platform to conduct marketing
and advertising activities (Alalwan, 2018).
However, there is always a challenge in
how organizations can figure out the re-
sults of Facebook marketing (Costa et al,
2018). Therefore, this study aimed to de-
termine the effect of Facebook marketing
on brand engagement among smartphone
users in Egypt, moreover, to identify the
effect of some demographics and psycho-
graphics on this relationship. Ex-post facto
design has been chosen to achieve the re-
search objectives. A questionnaire has been
designed and a cluster sample consisting of
502 smartphone users have been surveyed.
Results showed that Facebook marketing
significantly affects brand engagement,
moreover, smart-phone users‘ age, income,
and education significantly affect this rela-
tionship. Finally, smartph-one users‘ psy-
chographics significantly affected this rela-
tionship.
Keyword: Facebook Marketing, Brand
Engagement, Demographics, Psychograph-
ics, Smartphones, expost facto design.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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1/ Introduction
In less than two decades, social net-
working has become a global phenom-
enon that is attractive to both individu-
als and corporations (Ouoba, 2011). In-
deed, 3.196 billion are on social media
out of 4.021 billion on internet (Annu-
al Digital Report, 2018), therefor, co-
untless consumers and potential con-
sumers can be reached through various
digital channels: emails, social netw-
orking sites, blogs and microblogs, pe-
er review or referral sites, and social
content sites. Hence, more companies
are encouraged to use social media as
more people are joining social network
sites which offer simple and inexpen-
sive means to market brands and com-
municate customers.
Many organizations use social me-
dia to promote their products, as well
as simply share information (Golijan,
2011) as it is an ideal form of commu-
nication to reach a large audience as
well as specific targeted audience that
do not require any financial resources
(Pring, 2012). Social media bring an
interesting dynamic to the sales and
marketing interface at which customers
want to voice their concerns and want
to be educated on products and ser-
vices as a move from passive to active
presence, (Liu, 2012; Marshall et al.,
2012).
Future consumer marketing will la-
rgely be carried out in digital settings,
particularly social media (Stephen,
2016). With the increased use of social
media marketing by several types of
brands, it has become highly necessary
to quantitatively analyze this phenom-
enon. Thus, studying the consequences
of social media (Facebook) marketing
is the main purpose of this research
targeting to spot more light on this new
technological marketing communica-
tion strategy through investigating the
effect of Facebook marketing on brand
engagement.
Smartphones have become an insepa-
rable part of our daily lives. Nowadays,
smartphones and social media go hand
in hand as 92.5% of global browsing
social media is through smartphones
(Annual Digital Report, 2018). In re-
cent years, mobile devices have taken
Facebook marketing to a whole new
level as users continually choose to ac-
cess their networks remotely, via sm-
artphones, tablets, and laptops. Ther-
efore, studying the effect of Facebook
marketing on brand engagement amo-
ng smartphone users in Egypt will en-
hance marketers' understanding and
knowledge about consequences of Fa-
cebook marketing and factors affecting
this relationship.
2/Literature review and hy-
pothesis development
In the new age of information su-
perhighway and new technologies, the
old way of branding and marketing a
product is unconventional and outdated
(Alkhas, 2011). Traditional, non-targe-
ted advertising via newspapers, ma-
gazines, radio, television, and direct
mail were the only means of marketing
a product where the messages are pr-
oduct focused- one way while they are
now required to compete with new ma-
rketing strategies on the Web that is
centered on interaction, information,
education, and choice (Scott, 2007).
The Web marketing is different, in-
stead of one-way interruption; it is ab-

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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
out delivering useful content at just the
precise moment that a buyer needs it.
The feedback from customers has also
become vital for businesses because
customers are not able to share opin-
ions on the web where other customers
can also see this feedback (Alkhas,
2011).
Social media users are involved to-
gether in sharing, linking, collaborat-
ing, and producing online content us-
ing text, photo, audio, and video (Io-
akimidis, 2010). Social networks also
provide opportunities to marketers in-
cluding the ability to listen to fans, re-
spond to them, discuss issues, reach
common understandings, and in due
course, strengthen long-term relation-
ships (Williams & Chinn, 2010). The
more an organization or brand has pub-
lics talking about how great they are,
or trustworthy, or responsible, or in-
sightful, the more the general public
may perceive them as credible. These
online conversations are called elec-
tric-word-of-mouth and are one of the
strengths of social media marketing.
Social media marketing has been
defined as "a philosophy and a busi-
ness strategy, supported by a technolo-
gy platform, business rules, workflow,
processes and social characteristics,
designed to engage the customer in a
collaborative conversation in order to
provide mutually beneficial value in a
trusted and transparent business envi-
ronment" (Evans, 2010). This defini-
tion highlighted that social media mar-
keting has different characteristics
from traditional marketing, which ra-
nging from establishment of communi-
cation with potential and current con-
sumers, user generated classification,
interactivity with consumers; to the
opportunity for consumers to take con-
trol of the content of information, com-
munication or other related activities
about a brand (Garnyte & De Ávila
Pérez, 2009).
Empirical research regarding the
specific use of social network sites has
described user personalities and moti-
vations for use (Ross et al., 2009); di-
mensions of uses and gratifications
(Bonds-Raacke and Raacke, 2010); and
consumers‘ response to branded com-
munication on the sites in terms of ad-
vertiser credibility (Lee et al, 2011),
involvement (Muntinga et al, 2011), its
effect on spreading investment culture
in Egypt (Galal, 2017), and effective-
ness (Calder et al, 2009).
Previous studies concerning social
media marketing aimed at assessing its
usage and effectiveness (Marzouk, 2016
; Ouoba, 2011), strategies (Chanthinok
et al, 2015; Karimi and Naghibi, 2015;
Lorenzo-Romero et al, 2013; Gordon,
2017), barriers and measurement (Mi-
chaelidou et al, 2011), public opinion
formulation (Gazzar, 2013), considera-
tions and implications (Botha, 2014),
opportunities and challenges (Abeza,
2012), cultural, ethical and legal con-
siderations (Amin et al, 2017), ante-
cedents and consequences (Somali,
2018), and adoption models and stages
(TsitsiChikandiwa et al, 2013). Anoth-
er stream of studies focused on under-
standing how social media marketing
impacts marketing-related outcomes,
such as consumers‘ purchase intentions
(Wang et al, 2012; Hutter et al, 2013),
brand perceptions (Naylor et al, 2012),
the selling environment (Marshall et
al., 2012), company ROI (Fisher, 2009
; Hoffman & Fodor, 2010), customer
equity (Kim & Ko, 2012), brand aw-

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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areness (Hutter et al, 2013), and brand
equity creation (Bruhn et al, 2012). Fi-
nally, social media marketing effect on
business growth (Aloch, 2017) has be-
en studied.
Although Facebook marketing is
considered a new rapidly growing plat-
form for building relationships with
customers and forming positive image
of brands in their minds, its impact on
number of psychological and behav-
ioral consequences is still missed. Br-
and engagement is a brand aspect that
has attracted scholars' and practition-
ers' attention in the last few years. Ne-
vertheless, how Facebook marketing
can result in enhancing this aspect, in
other words, Facebook marketing con-
sequences in the terms of brand en-
gagement is yet to be understood.
Brand engagement is increasingly
gaining popularity among practitioners
and academics as a prominent con-
sumer-brand relationship construct
mainly due to its potential to affect
consumer behavior (Gambetti & Graf-
figna, 2010). Consumer brand engage-
ment reflects an intense consumer bo-
nding with a brand and represents a
rewarding experience for a consumer
that is positive and fulfilling (Dwivedi,
2015). It is defined as ―the level of a
consumer's cognitive, emotional and
behavioral investment in specific brand
interactions". Further, consumer brand
engagement entails sustained interac-
tions between consumers and brands
(Hollebeek, 2011), leading to forma-
tion of psychological bonds that a con-
sumer is likely to sustain in future.
Moreover, a consumer may also refrain
from switching to competing offerings
(Oliver, 1999), as these may not offer
the same rewarding relationship.
It entails that the consumer recom-
mends products/services to others, fre-
quently purchases products/services,
provides frequent feedback on prod-
uct/services issues, participates in pro-
duct/service design, and is actively
involved in online communities or user
groups. While there is a stream of stud-
ies confirmed that there is a positive
relationship between social media ma-
rketing and brand engagement (Mal-
hotra et al, 2013; Barwise & Meehan,
2010; Barreda et al, 2015; Chamber-
lain et al, 2014), there are some re-
searches confirming that there is no
relationship between them (LaPointe,
2012; Traphagen, 2015). This contra-
diction highlights a scientific gap wh-
ich requires more research and investi-
gation and leads to the following hy-
pothesis:
Hypothesis 1: Facebook marketing
significantly affects brand engage-
ment among smartphone users in
Egypt.
It is clear from the literature review
above that there is a scientific gap con-
cerning the relationship between Face-
book marketing and brand engage-
ment; some studies proved that social
media marketing affects brand eng-
agement while other proved that there
is no effect. Studying the same issue
repeatedly will have limited contribu-
tion to social media marketing kno-
wledge as the current study results will
be added either to supporters or oppo-
nents. That pushed the researcher to
think of a mediating or a moderating
variable, its absence has led to this
gap.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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Demographics provide descriptive
information about who product buyers
are. Businesses owners need demogr-
aphics to identify the ideal consumer
for products or services and develop
marketing strategies such as product
packaging, advertisements, business
location and pricing. Hustad & Pess-
emier (1971) suggested that the value
of demographic information is primari-
ly in identifying whether a consumer
has a basic need for a product and
whether he is capable of purchasing it.
Demographic characteristics pro-
vide a relatively straightforward and
re-liable basis for segmentation (As-
sael, 2004; Engel et al, 2006; Koufa-
ris, 2002; Straughan & Roberts, 1999),
moreover, it has been shown to play a
significant role in determining the be-
havior of individuals and web users
(Girard et al., 2003; Korgaonkar & Wo-
lin, 1999). Based on the previous ar-
gument, in the context of our study,
some demographic variables (gender,
age, marital status, income, education,
and work status) will be examined to
determine if they affect the relation-
ship between Facebook marketing and
brand engagement among smartphone
users in Egypt. These demographic
characteristics are most popular among
researchers (e.g., Gironda, 2014; Leu-
ng, 2012; Kim & Ko, 2012; Hassan,
2015) and they have a direct influence
on consumers‘ lifestyle and behavior
and represent individual consumer dif-
ferences (Dayan et al, 2017). There-
fore, the following hypotheses have
been formulated.
Hypothesis 2: Consumers' gender af-
fects the relationship between Fa-
cebook marketing and brand en-
gagement among smartphone us-
ers in Egypt
Hypothesis 3: Consumers' age affects
the relationship between Facebo-
ok marketing and brand engage-
ment among smartphone users in
Egypt
Hypothesis 4: Consumers' marital st-
atus affects the relationship be-
tween Facebook marketing and
brand engagement among smart-
phone users in Egypt
Hypothesis 5: Consumers' income af-
fects the relationship between Fa-
cebook marketing and brand en-
gagement among smartphone us-
ers in Egypt
Hypothesis 6: Consumers' education
affects the relationship between
Facebook marketing and brand
engagement among smartphone
users in Egypt
Hypothesis 7: Consumers' work sta-
tus affects the relationship betw-
een Facebook marketing and br-
and engagement among smartph-
one users in Egypt.
Demographic variables alone are
generally not "powerful" predictors of
individual or household behavior in the
marketplace (Bieda and Kassarjian,
1971). The limitation of studying de-
mographics alone leaded to the devel-
opment of psychographics. The new
construct, psychographics -or com-
monly known as lifestyle- combines
the virtues of demographics with the
richness and dimensionality of psycho-
logical characteristics and depth re-
search.
Psychographics are factors that
contribute to explaining consumer be-

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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havior (Myrland et al, 2000; Olsen et
al, 2007; Pieniak et al, 2008; Brunsø et
al, 2009). They represent the internal
influences that affect the consumer's
decision-making process and consists
of aspects about consumer's personali-
ty, buying motives, interests, attitudes,
beliefs and values.
According to Engel et al (1990) ps-
ychographics are used to develop an
in-depth understanding of market seg-
ments and therefore used for develop-
ing marketing strategies for brands.
The purpose of the analysis is to "un-
derstand consumer lifestyles of the co-
re consumers in order to communicate
more effectively with people in that
segment. However, knowledge about
the role psychographics play in Face-
book marketing usage is still missed.
In addition, businesses get consumers'
demographic, geographic, psychogra-
phic information from their Facebook
profiles and target ads individually tai-
lored to consumer (Hoy & Milne,
2010).
In conclusion, psychographics play
an important role in consumer decision
making process, can affect consumer
perception of different marketing as-
pects, and examining psychographic
constructs is extremely important in
marketing research (Gironda, 2014),
but how could they mediate the rela-
tionship between Facebook marketing
and its possible outcomes is yet uncov-
ered. This argument leads to formation
of the following hypothesis:
Hypothesis 8: Consumers' psychogr-
aphics affect the relationship be-
tween Facebook marketing and
brand engagement among smart-
phone users in Egypt.
3/ Research problem
Facebook marketing is increasingly
replacing traditional media marketing,
and the buzz about these new market-
ing opportunities seems unlimited. So
many facts can explain why social me-
dia (Facebook) is the mainstay of co-
mmunication between business-to-bus-
iness and business to consumer en-
deavors:
- In 2013, engaging through social m-
edia became the number one single
online activity for individuals (Smith,
2013). More time is spent in social
media than on entertainment and sh-
opping combined, the next two larg-
est time-consuming online activities
(Experian, 2013).
- Studies showed that 15% of time sp-
ent on these devices is in social me-
dia (Experian, 2013). Additionally,
mobile access has increased by over
60% within two years and older de-
mographics, which some once dis-
counted as individuals who would
never adopt social media, have be-
come some of the fastest growing po-
pulations on platforms such as Twit-
ter, Facebook and Google+ (Bullas,
2013).
- It took television 13 years to reach 50
million households and internet ser-
vice providers three years to sign
their 50 millionth subscribers. How-
ever, it only took Facebook one year
to attract 50 million users and Twitter
only nine months (Chui et al., 2012).
- By the end of 2012, approximately
67% of all online adults with an on-
line presence used social media sites.
Facebook is now the largest social
media site in the world, currently

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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hosting over 1.2 billion users-a num-
ber that continues to grow. Each day,
Facebook processes 2.7 billion ―Li-
kes,‖ 300 million photos uploads, and
2.5 billion status updates and check-
ins (Vance, 2012).
- Over 90% of people reportedly se-
arch for local businesses through Fa-
cebook and 71% are more likely to
purchase from a brand they follow
online (Bennett, 2013). Social media
sites accounted for 22 per cent of
online advertising spending during
2011 and nearly 60 per cent of US
marketers and ad agencies planned to
increase their spending on social me-
dia sites during 2012 (Advertiser Per-
ceptions, 2012).
Although the use of social media
sites such as Facebook and twitter by
organizational leaders as a marketing
communication tool is becoming in-
creasingly a popular tactic (Piskorski,
2011), a significant lack of knowledge
persists with respect to social media
marketing effectiveness, success and
failure factor, possible outcomes. Mo-
reover, some companies are reluctant
to join social media sites (Grant Th-
ornton LLP, 2010; Best, 2011) as it is
not certain how effective these social
marketing and communication efforts
are on consumers‘ preferences. Mar-
keters and business owners have shift-
ed resources, both capital and human,
from traditional marketing modalities
to the use of social media without kn-
owledge of its consequences (Bulearca
& Bulearca, 2010).
In fact, the companies that have a
social network page used to communi-
cate with current and possible custom-
ers know the number of persons who
follow them and like their brand(s) or
product(s). However, the companies
are not able to determine how many of
the people who ―Like‖ their products
actually purchase them as a result of
the online interactions they have with
the source. Some questions arose: Do-
es the presence of companies on Face-
book have a real impact on consumers?
Are Facebook users engaged with the
brand because of the presence brand
have on Facebook? Do consumers pur-
chase a product from a company be-
cause of the engagement they had on
Facebook?
The research problem can be stated
in the following questions;
- Does the use of Facebook marketing
as a communication tool enhance br-
and engagement among smartphone
users in Egypt?
- Do demographics and psychogra-
phics affect the relationship between
Facebook marketing and brand en-
gagement among smartphone users in
Egypt?
Providing insight to this issue will
help those making marketing decisions
better understand the effects that hav-
ing for example a Facebook brand page
or a twitter brand platform might have
on brand engagement, and the role of
some demographics and psychogra-
phics play in these relationships.
4/ Research Objectives
The main objective of this study is
to fill the research gap by developing a
model for the effect of Facebook mar-
keting on brand engagement and what
are the factors affecting these relation-
ships. The main objective can be ach-

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Facebook
Marketing
Psychographics
Demographics*
Brand
Engagement
ieved through achieving the following
sub objectives:
 Determining the effect of Facebook
marketing on brand engagement am-
ong smartphone users in Egypt.
 Determining the role of some demo-
graphics and psychographics in the
relationship between Facebook mar-
keting and brand engagement among
smartphone users in Egypt.
Figure (1) shows the research proposed
model and hypotheses.
* Gender, age, marital status, income, education, and work status.
Figure (1): Research proposed model and hypothesized relationships.
As shown in the figure, demogra-
phics role will be tested through mod-
eration analysis as they are not affected
by the independent variable (due to its
nature; nothing affects gender, age, ed-
ucation, etc.).The role of psychogra-
phics will be tested through mediation
analysis as they are first affected by
the independent variable (consumers‘
lifestyle can be affected by several fac-
tors including Facebook and Facebook
marketing) then is supposed to affect
the dependent variable.
5/ Research importance
5/1/ Scientific importance
The scientific importance can be pre-
sented through several points.
Based on the challenge of how organi-
zations can figure out the results of
Facebook marketing (Costa et al, 2018)
especially in the light of the scientific
gap represented in the contradiction
between previous researches‘ results,
this study is among the first to fill the
gap through testing the consequences
of Facebook marketing in terms of br-
and engagement among smartphone
users in Egypt. Moreover, in a trial to
extent the theoretical contribution, the
current study different from previous
studies, investigated the role of demo-
graphics and psychographics in the re-
lationship between Facebook market-
ing and brand engagement among sm-
artphone users in Egypt.

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In order to achieve the research ob-
jectives and answer its questions, the
causal research design has been used
as it is the only research design that
enables exploring the cause-effect rela-
tionships through executing experi-
ment (Sekaran & Bougie, 2016, El-As-
si, 2019). Ex-post facto experimental
design, different from previous studies,
has been chosen to achieve the rese-
arch objectives. It hasn‘t been studied
in social media marketing context in
Egyptian or foreign contexts which
will support the causality of the rela-
tionships and enhance the scientific co-
ntribution of the current study.
Finally, brand engagement among
smartphone users in Egypt has almost
never been studied before. Although
the concept of engagement has had so-
me care in different disciplines such as
the sociological, psychological, lately
in organization behavior, and human
resource management, its importance
wasn‘t properly clarified in the market-
ing literature. Only recently, some care
has been shown to engagement with
organizations and brands in the mar-
keting discipline and its top journals
5/2/ Practical importance
Many researchers disputed that so-
cial media have several benefits as
they allow the creation and exchange
of user-generated content (Kaplan and
Haenlein, 2010), and represent a rich
context for engagement manifestations,
as they foster the creation of strong,
interactive consumer relationships (G-
ummerus et al, 2012), while they per-
mit the proliferation of online con-
sumption and brand communities rich
in consumer participation (Zaglia,
2013).
With the modification of social
communication brought about by so-
cial network sites, companies must
adopt and keep on developing strate-
gies that allow them to be closer to the
audience they target. Companies have
no other option than positioning them-
selves where their audience is. A Grant
Thornton LLP study (2010) reported,
―Social media is rapidly becoming ‗a
must‘ for business success‖. As a re-
sult, more companies have joined so-
cial network without a clear evidence
of how this presence may affect brand
engagement.
Study results should be valuable
from a practical/applied perspective as
well. Findings of this study should pr-
ovide a basic understanding of the di-
rect effect of Facebook marketing on
brand engagement among smartphone
users in Egypt. Answers to research
questions will provide valuable infor-
mation and guidance for marketing pl-
anning and action concerning the ne-
cessity of business social media pres-
ence and its direct outcomes. Moreo-
ver, the moderating role of some de-
mographics and mediating role of psy-
chographics are believed to be useful
as managers and marketers of smartph-
ones in Egypt will be able to design
marketing plans to communicate effec-
tively with their potential and current
target markets and enhance brand en-
gagement. Professional smartphones
marketers and advertisers will be able
to rely less on high expensive tradi-
tional media, make more rational deci-
sions with regard to their promotional
budgets, and target their marketing
communications mix more effectively.

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6/ Methodology
To examine the research hypothe-
ses, the current study adopted a quanti-
tative method. The following method-
ology has been chosen to achieve the
research objectives.
6/1/The research design and
method
In order to achieve the research ob-
jectives and answer its questions, the
causal research design has been used
as it is one of the best research designs
that enables exploring the cause-effect
relationship through executing experi-
ment (Sekaran & Bougie, 2016).
As this study aims at investigating
the effect of Facebook marketing on
brand engagement, and there is a group
of consumers already have been ex-
posed to Facebook marketing and de-
pending on the brand page on Face-
book to know about the brand market-
ing efforts, while there is another gr-
oup of consumers have not been ex-
posed to Facebook marketing and still
depending on traditional media (TV,
magazines, ad boards,.. etc.) to learn
about the brand marketing efforts, ex-
post facto design (as one of the quasi-
experiment designs) would be the suit-
able experiment setting. Brand en-
gagement might now be measured for
both groups to identify the effect of
Facebook marketing.
6/2/Population
A study conducted by AppMaker
showed that Egypt occupied the first
rank in Africa as the highest preva-
lence of mobile phones in 2014 with
68.7% smart phones use. Smartphones
(opposite to feature phones) and tablets
were the most frequently used devices
when accessing the web compared to
laptops and desktops. Handheld devic-
es like smartphones and tablets became
versatile while also became accessible
for most people (Solangaarachchi et al,
2016). A new report issued by Zenith,
a unit of the French ad agency, pre-
dicted that 75% of the use of the Inter-
net by 2017 is via mobile, a slight in-
crease from the current year, as the
growing number of consumers around
the world has access to the World
Wide Web via smartphones and tab-
lets.
According to the Arab social media
report (2015), smartphones are the
main mode of access to social media.
The majority of respondents (83%) ac-
cess or use social media via their sm-
artphones most of the time, compared
to 11% who use their laptops. The ma-
jority (84%) of social media users in
Arab World visit Facebook through
their smartphones and/ or tablets. To
answer the research questions and ach-
ieve its objectives, smartphone users
have been chosen as a population be-
cause smartphones users are not only
brand page followers, rather, some of
them are traditional marketing follow-
ers. Therefore, smartphone users are
suitable as population for the purposes
and hypotheses of the current study as
they consist of consumers that prefer to
know about brands through social me-
dia and consumers that prefer to know
about brands through traditional me-
dia.
Social media sites are numerous in-
cluding Facebook, twitter, Instagram,
YouTube, LinkedIn, WhatsApp, etc.
According to Arab Social Media Re-
port (2015), Facebook and WhatsApp

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are the most used social media chan-
nels across the Arab world, while Fa-
cebook was the top used social media
channel on the aggregate level of the
Arab World. This study will be limited
to studying the effect of Facebook
marketing as representative of social
media marketing on brand engage-
ment.
6/3/ Sampling
Sampling process has been throu-
gh the following steps
6/3/1/ Sample size and type
Krejcie and Morgan (1970) greatly
simplified sample size decision by pr-
oviding a table that ensures a good de-
cision model and provides that gener-
alized scientific guideline for sample
size decisions. As long as the popula-
tion size (smartphone users in Egypt)
is approximately 65 million (Appmak-
er Egypt, 2016) and based on the table,
a sample of size 600 respondents is su-
itable depending on 4% confidence le-
vel.
As this research aims at exploring a
specific phenomenon within popula-
tion units through surveying sample
units, it is good to use probability sam-
ple. Since the researcher desires to use
probability sample, there is no popula-
tion frame, and there are survey maps,
it is ideal to use cluster or area samples
(Sekaran & Bougie, 2016).
6/3/2/Choosing sample units
Cluster sampling have been done in
several stages (multistage cluster sam-
pling) to collect data with maximum
accuracy and minimum cost and cover
all population units which are wide-
spread all over the nation. Table (1) sh-
ows how sample units have been ch-
osen.
First, Egypt governorates are divided
into seven regions;
1- Cairo region: Cairo, Kaliobia, and
Giza.
2- Alexandria region: Alexandria, Ma-
trouh, Behera.
3- Sues Canal region: North Sinai, So-
uth Sinai, Port Said, Sharkeya, Is-
mailia, and Suez.
4- Nile Delta region: Monofia, Ghar-
beia, Dakahlia, Damietta, and Kafr
Elshiekh.
5- North Upper Egypt: Beni Suif, Fa-
youm, and Menia
6- Middle Upper Egypt: Asiout, New
valley.
7- South Upper Egypt: Kena, Sohag,
Aswan, Luxor, and Red Sea.
Second: The researcher randomly drew
7 governorates (more than
25% of the governorates) out
of the 27 governorates.
Third: The random selection of the
governorates has resulted in
choosing Cairo, Behera, Asi-
out, Sohag, Menia, dakahlia,
and Sharkeya.

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Table (1): Sample units’ distribution on selected gover-
norates
Governorate
Population*
% of total population
Sample units
Cairo
9,595,813
22
132
Behera
6,102,422
14
84
Sharkeya
6,790,797
16
93
Dakahlia
6,191,160
14
85
Asiout
4,481,735
10
61
Sohag
4,862,308
11
67
Menia
5,459,795
12
75
Total
43,484,030
100
600
* Data obtained from the annual book (2016) of the Egyptian
Central Agency for Public Mobilization and Statistics.
It is shown that all Egypt gover-
norates regions are represented in the
sample, where every region is repre-
sented by one governorate. The select-
ed governorates population represents
more than 39% of total Egypt popula-
tion. Sample units for each government
have been determined according to pr-
oportional distribution.
6/3/3/ Sample Units
Sample units are Egyptian smart-
phone users whether following a brand
Facebook page or not. The researcher
has tried to survey consumers above 18
years old who are using smartphone
for at least six months and for consum-
ers who depend on Facebook market-
ing, they should have been doing that
for at least three months.
As there is no population frame, the
researcher has set up several arrang-
ments to ensure the core of randomiza-
tion (Edrees, 1996); that is data collec-
tion from sample units in front of sm-
artphones customer service centers has
been done considering the following:
- Random selection of the customer
service centers to reduce location bi-
as.
- Intercepting one smartphone user
every 20 minutes.
- Intercepting smartphone users during
all days of the week to reduce time
bias.
- Intercepting smartphone users in sev-
eral times during day and night of the
day to reduce time bias.
- Introducing the researcher herself,
introducing title, and some of the ob-
jectives of the research.
- Giving respondents full time needed
to fill out the instrument.

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6/4/Variables and Operatio-
nalization
Based on research objectives, rese-
arch variables are Facebook marketing
as an independent variable, brand en-
gagement as dependent variable, de-
mographics are moderating variables,
and psychographics are mediating var-
iables. A deeper explanation and dis-
cussion about variable and operational-
ization follow.
- Brand engagement has been opera-
tionally defined through the main th-
ree dimensions comprising the brand
engagement scale. The three dimen-
sions might be named differently de-
pending on the researcher, but all of
the dimensions carry the same mean-
ing: cognitive (immersion-vigor), em-
otional (passion-dedication-affection)
and behavioral (activation-absorption)
aspects (Dwivedi, 2015, Wong & Me-
rrilees, 2015, Keller, 2013, Brodie et
al., 2011, Hollebeek, 2011).
Many authors have agreed on cog-
nitive (immersion-vigor), affection (em-
otional-passion-dedication), and activa-
tion (behavioral-absorption) engage-
ment as the dimensions of brand en-
gagement (Dessart et al, 2015; Holle-
beek, 2011; Dwivedi, 2015; Wong and
Merrilees, 2015; Menguc et al, 2013).
These three dimensions are mutual am-
ong all papers while the number of it-
ems vary.
Hollebeek (2014) aimed at develop-
ing a valid scale of brand engagement
in social media context, moreover it is
considered pioneer and many papers
depended on her scale. For these rea-
sons, the researcher will use it in the
current research.
- Facebook marketing is the inde-
pendent variable. The treatment (Fa-
cebook marketing) will be measured
to make sure that the sampling unit in
the experimental group has really
been exposed to the treatment. Face-
book marketing has been measured
using several diverse scales reflecting
the respondents‘ perception of the
Facebook marketing activities by
companies.
Mägi (2003) and Tsiros et al (2004)
measured firm created social media
communication by 3 items scale. Ac-
cording to Soh et al (2009), the percep-
tions of social media marketing were
divided into trust and global percep-
tions (33 items). The trust measures
were created by sixteen items construct
the four sets of AD-trust composite
measures. The items measured partici-
pants' perceptions of reliability, use-
fulness, effect of social media market-
ing, and willingness to rely on social
media marketing. Participants' global
perceptions of social media marketing
advertising and virtual brand commu-
nities were also assessed (Cheng et al.
2009). Of specific interest were their
evaluations of the extent to which so-
cial media marketing was informative,
entertaining, and irritating.
Kim & Ko (2012) measured perce-
ived social media marketing activities
through several dimensions reflecting
entertainment, interaction, trendiness,
customization, and word of mouth.
The scale was adopted from previous
studies. Finally, Sheth (2013) measu-
red social media marketing by three
dimensions (information sharing, peer
pressure, and entertainment) which we-
re borrowed from several previous

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studies (Smock et al, 2011; Himberg,
1996; Peslak, 2011).
The current study will use the scale
developed by Kim & Ko (2012) to me-
asure Facebook marketing as it is the
most comprehensive one and has been
lately validated (Yadav & Rahman,
2017).
- Demographic characteristics inclu-
de age, gender, marital status, inco-
me, work status, and education as th-
ey have a direct influence on con-
sumers‘ lifestyle and behavior.
- Psychographics consists of three
dimensions; activities; how consum-
ers spend their times, interest; what
preferences consumers have, and op-
inions; how consumers stand on so-
cial issues, products, or a variety of
other issues. Psychographics scale
(the AIO statements) adapted from
Wells & Tigert (1971), Sun et al (2004)
, and Swinyard & Smith (2003) is too
long consisting of 52 statements.
Mitchell (1983) developed AIO scale
and added the concept of value. He
explained that a mixture of personal
life and perceived value determines
consumer behavior, while a perce-
ived value is a synthesis of individu-
al beliefs, attitudes, hopes, and de-
mands. Yu (2011) operationalized e-
lifestyle by employing four const-
ructs of e-activities, e-opinions, e-
interests, and e-values. This research
will use the scale developed in the
work of Yu (2011) to conceptualize
e-lifestyle construct.
6/5/ Questionnaire
The instrument development has
gone through several stages starting fr-
om designing the questionnaire, vali-
dating, editing, ending with reliability
test. These stages are presented below
in more details.
6/5/1/ Questionnaire design
the questionnaire consists of 52 sta-
tements. Respondents were first as-
ked about the smartphone brand
they own, duration of this owner-
ship, and have been asked if they
have more than one brand to choose
one and answer the questionnaire
about it. Statement 1 to 12 was used
to measure brand engagement. Sta-
tements from 13 to 40 are used to
measure respondents‘ psychograph-
ics. Statements from 41 to 52 are
used to measure perceived Facebo-
ok marketing activities. Facebook
marketing and psychographics stat-
ements will be answered by brand
page followers only as experimental
group members. Finally, 6 ques-
tions at the end of the instrument
were added to explore respondents‘
demographic features.
A panel of judges has attested to
the content validity of the instrument.
This panel consists of 14 university pr-
ofessors from several universities such
as Cairo, Ain Shams, Tanta, Mansoura,
Alexadria, and Zagazig.
6/5/2/ Goodness of fit
The test of goodness of fit is estab-
lished through validity and reliability
of the measures (Sekaran & Bougie,
2013). More details are as follows:
- Validity of the measures was appr-
oved through pilot study conducted
on a convenience sample which
comprised of 50 smartphone users in
Egypt from the chosen governorates.

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Confirmatory factor analysis was us-
ed to examine the research variables‘
dimensionality (As shown in table 2).
The analysis was performed with
AMOS 24 and IBM SPSS 24.
Following Hair et al (2010) to eval-
uate construct validity, convergent va-
lidity was assessed by calculating the
standardized factor loadings which are
ideal when greater than 0.3 (Guilford,
1961, Brown, 2014). Several indicators
have been used to evaluate the good-
ness of fit (GFI) of the model. χ2 to df
ratio (ideal when <5.0); comparative fit
index (CFI ideal when close to 0.9 or
1.0), goodness of fit indicator (GFI ide-
al when close to 0.9 or 1.0), normed fit
index (NFI ideal when close to 0.9 or
1.0) and the robustness of mean sq-
uared error approximation (RMSEA
ideal when lower than 0.08), and
Tucker–Lewis Index (TLI ideal when
> 0.90) have all been used (Hair et al.,
2010).
- Reliability: The most popular test of
consistency reliability is the Cronb-
ach‘s coefficient alpha (Cronbach‘s
alpha; Cronbach, 1946), which is us-
ed for multipoint-scaled items. It has
been calculated for each variable as a
whole and for each sub dimension as
shown in table (2).

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It is obvious from table (2) that all co-
nstruct items had standardized factor
loadings above 0.3, T values were sig-
nificant at 0.01, Cronbach alphas rec-
orded more than .07 for the scale it-
ems, and model fit indicators are satis-
factory. In general, these results sug-
gest thatthe theoretical model used
was valid.
Personal interview, online question-
naire, and self-administered question-
naire were employed to collect primary
data from targeted respondents. The
researcher has collected the required
data during the period March 2018
until June 2018. The data collection
plan was achieved and response rates
from each governorate are shown in
table (3).
Table (3): Response rates
Governorate
Target Sam-
ple units
Valid In-
struments
Response
Rate (%)
Cairo
132
125
0.94
Behera
84
69
0.93
Sharkeya
93
85
0.88
Dakahlia
85
77
0.98
Asiout
61
49
0.92
Sohag
67
49
0.94
Menia
75
48
0.87
Total
600
502
83.67
Exp group 300
Exp group
251
Con group 300
Con group
251
As shown in table (3), the research-
er stopped collecting data after reach-
ing satisfactory response rates from
each governorate and an overall resp-
onse rate. The experimental group con-
sists of 251 respondents of smartphone
users in Egypt and so does the control
group.
7/ Sample description statis-
tics
The sample of the current research
constitutes of 502 respondents of sm-
artphone users in Egypt divided into
two groups; experimental group (sm-
artphone users who follow their brands
page on Facebook) and control group
(smartphone users who don‘t follow
their brand pages on Facebook) of 251
respondents each. Follows in table (4)
is the experimental and control group
demographic descriptive statistics and
other descriptive data such as smart-
phone brand used and period of acqui-
sition.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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Table (4): Descriptive statistics of sample respondents (N=502)
Item
Details
Experimental group
Control group
Frequency
%
Frequency
%
Smartphone
brand
iPhone
33
13.1
32
12.7
Samsung
104
41.4
94
37.5
Huawei
55
21.9
48
19.1
Oppo
18
7.2
39
15.5
Other
41
16.3
38
15.1
Total
251
100.0
251
100.0
Period of
acquisition
Less than a year
58
23.1
44
17.5
From 1 year- 18
months
43
17.1
59
23.5
More than 18 - 2 years
101
40.2
98
39.0
More than 2 years
49
19.5
50
19.9
Total
251
100.0
251
100.0
Gender
Male
128
51
129
51.4
Female
123
49
122
48.6
Total
251
100
251
100
Table (4): Descriptive statistics of sample respondents
(N=502) (continued)
Item
Details
Experimental group
Control group
Frequency
%
Frequency
%
Age
Less than 20
51
20.3
43
17.1
From 20 to< 30
50
19.9
62
24.7
From 30 to< 40
54
21.5
52
20.7
From 40 to< 50
46
18.3
48
19.1
More than 50
50
19.9
46
18.3
Total
251
100.0
251
100.0
Marital
status
Single
75
29.9
76
30.3
Married
86
34.3
62
24.7
Married with children
60
23.9
92
36.7
Divorced/widow
30
12.0
21
8.4
Total
251
100.0
251
100.0
Income
Pounds/
Month
Less than 3000
61
24.3
95
37.8
3000 to < 5000
81
32.3
68
27.1
5000 to < 10000
48
19.1
53
21.1
More than 10000
61
24.3
35
13.9
Total
251
100.0
251
100.0
Education
Moderate education
91
36.3
40
15.9
Bachelor‘s degree
79
31.5
158
62.9
Post bachelor‘s degree
81
32.3
53
21.1
Total
251
100.0
251
100.0
Work
status
Work full time
70
27.9
143
57.0
Don‘t work
123
49.0
59
23.5
Work partial time
58
23.1
49
19.5
Total
251
100.0
251
100.0

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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As shown in table (4), respondents
were using several smartphone brands
where the majority used Samsung
(41.4% of the experimental group and
37.5% of the control group). Concern-
ing periods of acquisition, 40.2% of
respondents of the experimental group
and 39.0% of the control group were
using the mobile brand for more than
18 months-2 years. Of the experimental
group, 51% were male and 49% were
females while 51.4% were males and
48.6% were females in the control
group.
Moreover, most respondents of the
experimental group (21.5%) were be-
tween 30-40 years old most of the con-
trol group (24.7%) were between 20-
30 years old. Most respondents of the
experimental group (34.3%) were mar-
ried while the majority (36.7%) of the
control group respondents was marr-
ied with children. The majority of res-
pondents of the experimental group
(32.3%) were gaining monthly income
by Egyptian Pound 3000-5000 while
37.8% of the control group were gain-
ing monthly income by Egyptian Po-
und less than 3000. The majority of
respondents of the experimental group
(36.3%) had moderate education while
62.9% of the control group had bache-
lor‘s degrees. The majority of respond-
ents of the experimental group (49%)
don‘t work while the majority of the of
the control group (57%) were working
full time.
8/ Descriptive statistics
The mean, standard deviation, and
coefficient of variation have been ca-
lculated for each of the variables and
for each sub-dimension of the varia-
bles.Table (5) shows variables' de-
scriptive statistics.
Table (5):Variables' descriptive statistics(n= 251 for each group)
Variables
Experimental group
Control group
Mean
Standard
Deviation
Variation
Mean
Standard
Deviation
Variation
Cognitive engagement
3.7211
.87029
.757
3.3855
.68526
.470
Affection engagement
3.5558
.86999
.757
3.2251
.68017
.463
Activation engagement
3.7739
.75062
.563
3.3426
.63885
.408
Brand engagement
3.6836
.65065
.423
2.2035
.39679
.157
E-Activities
3.7141
.67004
.449
---
---
---
E-Interests
4.0262
.67658
.458
---
---
---
E- Opinions
4.2231
.63493
.403
---
---
---
E-Values
4.0085
.64016
.410
---
---
---
Psychographics
3.9748
.51379
.264
---
---
---
Entertainment
3.6275
.88073
.776
---
---
---
Interaction
3.7052
.89235
.796
---
---
---
Trendiness
3.5963
.82619
.683
---
---
---
Customization
3.6892
.82767
.685
---
---
---
Word of Mouth
3.2829
1.1196
1.254
---
---
---
Facebook marketing
3.5920
.69784
.487
---
---
---

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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As shown in table (5), respondents
of the experimental group indicated
high levels of mean score for Facebook
marketing (mean=3.5920, SD=.69784)
and high mean score for brand en-
gagement (mean=3.6836, SD=.65065)
compared with the control group br-
and engagement (mean = 2.2035, SD
=.39679).
Activation brand engagement of ex-
perimental group respondents reco-
rded the highest among brand engage-
ment dimensions (mean=3.7739, SD=.
75062) while affection brand engage-
ment recorded the lowest among en-
gagement dimensions (mean=3.5558,
SD=.86999) which reflects that time
flies when respondents are interacting
with their smartphone brand and it is
difficult to detach their selves when
they are using their smartphone bra-
nd. Interaction recorded the highest
among Facebook marketing dimensi-
ons (mean=3.7052, SD=.89235) foll-
owed by customization (mean-= 3.6892
, SD=.82767).
Next, a correlation matrix of all va-
riables has been developed and used to
test the hypothesis and the results are
shown in table (6).
Table (6): Correlation Matrix of research variables
Variables
Mean
SD
1
2
3
1
Facebook marketing
3.5920
.69784
1
2
Brand engagement
3.6836
.65065
.605**
1
3
Psychographics
3.9748
.51379
.674**
.751**
1
**Correlation is significant at the 0.01 level (2-tailed).
Note: Numbers 1-3 in the top row represent the variables as mentioned in the first column.
As shown in table (6), Pearson cor-
relation coefficients have been used to
measure how strong the relationship is
between the research variables. Corre-
lation coefficients for Facebook mar-
keting and brand engagement and psy-
chographics recorded .605** and .674**
respectively (p<.01).
Next, the researcher calculated sev-
eral statistical techniques to test the
research hypotheses as follows.
9/ Hypothesis testing results
This research aimed at testing 8 hy-
potheses; following is the procedures
undertaken to test these hypotheses, th-
en results are discussed.
9/1/ The effect of Facebook
marketing on brand en-
gagement
The first hypothesis has been tested
after executing two steps; (1) compar-
ing the mean scores of brand engage-
ment for the two groups (experimental
and control), and (2) regression analy-
sis.
9/1/1 Independent-samples t-
test
The Independent Samples t-test co-
mpares the means of the experimental

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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and control group in order to determine
whether there is statistical evidence th-
at the associated population means (br-
and engagement) are significantly dif-
ferent.Table (7) shows the results of
the independent-samples t-tests.
Table (7): Independent-samples t-test results
Variable
T
df
Means
Sig p
value
Experiment
Control
Brand engagement
30.769
500
3.6836
2.2035
0.000
As shown in table (7), p value is
lower than the required cut-off of .05
for the brand engagement; (t=30.769),
thus, it is indicated that there is a sta-
tistically significant difference in the
mean of brand engagement among
smartphone users in Egypt scores be-
tween experimental group and control
group. This difference is for the Face-
book marketing group. Brand engage-
ment of the experimental group rec
orded 3.6836 while the control group's
recorded 2.2035.
9/1/2/ Regression Analysis
Regression analysis has been con-
ducted to ensure the previously shown
results (independent samples t-test) that
Facebook marketing significantly af-
fects brand engagement among smar-
tphone users in Egypt. Table (8) shows
simple regression analysis results.
Table (8): Simple regression analysis results
of the effect of Facebook marketing on brand engagement
Items
Value
Beta
.605
C.R. (T)
12.017
Sig
.000
R2
.366
S.E.
0.047
As shown in table (8), Facebook
marketing has a significant effect on
brand engagement (β=.605, C.R.= 12.
017, sig=.00). In other words, Face-
book marketing explains 36% of the
variances in brand engagement am-
ong smartphone users in Egypt.
In sum, the current research results
showed that Facebook marketing si-
gnificantly affects brand engagem-
ent among smartphone users in Eg-
yptas there is a significant difference
between means of brand engagement
of experimental and control group as
well as the significant regression coef
ficients for Facebook marketing and
brand engagement among smartphone
users in Egypt. It is concluded that
Facebook marketing has significantly
affected brand engagement among
smartphone users in Egypt.
As there is still a debate about the
effect of Facebook marketing on br-

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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and engagement between the two sid-
es (opponents and supporters), the role
of some demographics and psycho-
graphics will be tested to clarify this
debate.
9/2/ The effect of demogra-
phics
To test the hypotheses 2-7, multi
group analysis using SPSS Amos 24
has been employed. The samples were
splitted into subsamples according to
demographic features (e.g., males ver-
sus females, age groups., etc) to ensure
within-group homogeneity and betw-
een group heterogeneity. The subgroup
method is a commonly preferred tech-
nique for detecting moderating effects
and has been extensively used in the
literature (e.g., Wulf et al., 2001; Ho-
mburg and Giering, 2001; Brockman
and Morgan, 2006; Khan & Rahman,
2016; Karikari, Osei-Frimpong, & Ow-
usu-Frimpong, 2017).
9/2/1/ The effect of Gender
Table (9) shows the effect of gen-
der on the relationship between Face-
book marketing and brand engage-
ment among smartphone users in Eg-
ypt).
Table (9): The effect of gender on the relationship between Facebook
marketing and brand engagement.
Gender
R2
S.E.
β
C.R.
Sig
Critical ratio
of difference#
Facebook mar-
keting on brand
engagement
Female
.338
.072
.581
7.88
.000
-.070
Male
.396
.062
.630
9.13
.000
#Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.
As shown in table (9), coefficients
of determination between Facebook
marketing and brand engagement are
more for males (R2=.396) than females
(R2=.338). This implies that male re-
spondents depend more on Facebook
marketing than female respondents and
Facebook marketing is more correlated
with brand engagement for male group
than female respondents.
It is also shown in table (9) that the
critical ratio for differences between
males and females are lower than 1.96
(-.070 for the relationship between Fa-
cebook marketing and brand engage-
ment) which means that Facebook
marketing effect on brand engagement
for male respondents is the same as
female respondents. It is concluded
that, although correlation and regres-
sion coefficients varied between males
and females, multi group analysis sh-
owed that gender does not affect the
relationship between Facebook mar-
keting and brand engagement.
9/2/2/ The effect of Age
Table (10) shows the effect of age
on the relationship between Facebook
marketing and brand engagement.

Table (10): The effect of age on the relationship between
Facebook marketing and brand engagement.
Age
R2
S.E.
β
C.R.
Sig
Critical ratio of difference#
(1)
(2)
(3)
(4)
(5)
(1)
.127
.113
.357
2.701
.007
---
(2)
.044
.144
.211
1.509
.131
-.478
---
(3)
.001
.138
-.023
-.166
.686
-1.839
-1.205
---
(4)
.011
.121
-.105
-.709
.478
-2.361
-1.612
-.342
---
(5)
.155
.098
.394
2.99
.003
-.089
.427
1.864
2.431
---
(1) Less than 20 years old (2) 20-30 years old
(3) 30-40 years old (4) 40-50 years old
(5) More than 50 years old
#Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.
As shown in table (10), respond-
ents more than 50 years old recorded
the highest coefficients (R2=.155, β
=.394) followed by respondents less
than 20 years old (R2=.127, β=.357).
Other age groups surprisingly record-
ed insignificant coefficients of deter-
minations. This implies that respond-
ents less than 20 and more than 50 ye-
ars old depend more on Facebook ma-
rketing than elder respondents. How-
ever, the researcher cannot deduce a
general trend of age concerning the
effect of Facebook marketing and br-
and engagement as coefficients of de-
termination are fluctuating.
As shown in table (10), some of the
critical ratios for differences among
age groups are significant while others
aren‘t. Respondents who are less than
20 years old are significantly different
from respondents who are 40-50 years
old (C.R.= -2.361), respondents who
are between 40-50 years old are sig-
nificantly different from respondents
who are more than 50 years old (C.R.
= 2.431), which means that Facebook
marketing effect on brand engagement
is significantly different across age
groups. It is con cluded that age does
affect the relationship between Face-
book marketing and brand engagem-
ent among smartphone users in Egypt.
9/2/3/ The effect of Marital
status
Table (11) shows the effect of mar-
ital status on the relationship between
Facebook marketing and brand en-
gagement among smartphone users in
Egypt.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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Table (11): The effect of marital status on the relationship
between Facebook marketing and brand engagement
R2
S.E.
β
C.R.
sig
Critical ratio of difference#
Single
Mar-
ried
Married
with
children
Widow/
divorced
Single
.347
.092
.589
6.258
.00
---
Married
.396
.071
.629
7.446
.00
-.394
---
Married
with
children
.321
.099
.567
5.287
.00
-.378
-.043
---
Widow
/divorce
d
.438
.143
.662
4.800
.00
.644
.973
.924
---
# Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.
As shown in table (11), Facebook
marketing and brand engagement co-
efficients of determination for divor-
ced/widow respondents recorded the
highest coefficients (R2=.438, β= .662)
followed by married respondents (R2=
.396, β=.629) and coefficients for mar-
ried with children recorded the lowest
(R2=.321, β= .567). Coefficients of de-
termination dropped when children
are added to families because they co-
nsume more time and effort from par-
ents than before which negatively af-
fects the available time for Facebook
marketing and reduces their smartph-
ones' engagement. Coefficient of de-
termination rose again for widow/di-
vorced respondents as there are much
more available time to Facebook and
smartphone brand page.
As shown in table (11), all the crit-
ical ratios for differences among mari-
tal status groups are insignificant wh-
ich means that single respondents are
equal to married, married with childr-
en, and widow/divorced respondents.
In other words, Facebook marketing
effect on brand engagement is insig-
nificantly different across marital sta-
tus groups. It is concluded that marital
status doesn‘t affect the relationship
between Facebook marketing and br-
and engagement among smartphone
users in Egypt.
9/2/4/ The effect of Income
Table (12) shows the effect of in-
come on the relationship between Fa-
cebook marketing and brand eng-
agement among smartphone users in
Egypt.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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Table (12): The effect of income on the relationship between
Facebook marketing and brand engagement
R2
S.E.
β
C.R.
sig
Critical ratio of difference#
Less
than
3000
3000-
5000
5000-
10000
More
than
10000
Less
than
3000
.181
.095
.426
3.646
.00
---
3000-
5000
.002
.118
-.04
-.335
.722
-
2.565
---
5000-
10000
.000
.139
.012
.081
.936
-
1.989
.291
---
More
than
10000
.115
.095
.339
2.794
.005
-.592
2.034
1.513
---
# Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.
As shown in table (12), coeffici-
ents of determination recorded the hi-
ghest for respondents who earn less
than 3000 pounds monthly (R2=.181
and β= .426), followed by respondents
who earn more than 10000 monthly
pounds (R2=.115 and β= .339). Face-
book marketing and brand engage-
ment are insignificantly correlated for
other respondents. As shown in table
(12), some of the critical ratios for dif-
ferences among income groups are
significant while others are not. Re-
spondents with income less than 3000
L.E. are significantly different from
those with 3000-5000 L.E. (C.R.= -
2.565) and different from 5000-10000
L.E. (C.R.= -1.989). respondent with
3000-5000 L.E. are different from
respondents with more than 10000
L.E. (C.R.= -2.034). It is implied that
Facebook marketing effect on brand
engagement is significantly different
across income groups. It is concluded
that age affects the relationship be-
tween Facebook marketing and brand
engagement among smartphone users
in Egypt.
9/2/5/ The effect of Education
Table (13) shows the effect of edu-
cation on the relationship between
Facebook marketing and brand en-
gagement among smartphone users in
Egypt.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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Table (13): The effect of education on the relationship
between Facebook marketing and brand engagement
R2
S.E.
β
C.R.
sig
Critical ratio of difference#
Moderate
University
degree
Higher than
university
Moderate
.272
.077
.521
5.793
.000
000
University
degree
.003
.109
.055
.490
.624
-2.947
000
Higher than
university
.085
.090
.291
2.722
.006
1.701
1.356
000
# Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.
As shown in table (13), coefficients
of determination of Facebook market-
ing and brand engagement are partial-
ly significant and varied greatly across
income groups. It is noted that coeffi-
cients of determination of Facebook
marketing and brand engagement is
the highest for respondents with mod-
erate education (R2=.272, β=.521), lo-
west for higher than university groups
(R2=.085, β= .291), insignificant for
the university degree holders.
As shown in table (13), some of the
critical ratios for differences among
education groups are significant while
other are insignificant. Respondents
with moderate education are signify
cantly different from respondents with
university degree (C.R.=-2.947). In ot-
her words, Facebook marketing effect
on brand engagement is significantly
different across education groups.
Based on multi group analysis, it is
concluded that education affects the
relationship between Facebook mar-
keting and brand engagement among
smartphone users in Egypt.
9/2/6/ The effect of Work st-
atus
Table (14) shows the effect of wo-
rk status on the relationship between
Facebook marketing and brand en-
gagement among smartphone users in
Egypt.
Table (14): The effect of work status on the relationship between
Facebook marketing and brand engagement
R2
S.E.
β
C.R.
sig
Critical ratio of difference
Work
full time
Don’t
work
Work
partially
Work full time
.397
.094
.630
6.753
.000

Don‘t work
.309
.068
.556
7.375
.000
-1.117

Work partially
.450
.087
.671
6.852
.000
-.306
.819

# Absolute critical ratios less than 1.96 are insignificant.
Absolute critical ratios more than 1.96 are significant.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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As shown in table (14), coeffici-
ents of determination of Facebook
marketing and brand engagement are
significant and varied across work st-
atus groups. It is noted that coeffici-
ents of determination of Facebook
marketing and brand engagement is
the highest for respondents who work
partial time (R2=.450, β=.671), lowest
for higher than university groups
(R2=.309, β= .556). As shown in table
(14), all the critical ratios for differ-
ences among work status groups are
insignificant which means that re-
spondents who work full time are eq-
ual to respondents who don‘t work or
who work partial time. In other wo-
rds, Facebook marketing effect on br-
and engagement is insignificantly dif-
ferent across work status groups. It is
concluded that there are no differ-
ences among work status groups, th-
erefore work status doesn‘t affect the
relationship between Facebook mar-
keting and brand engagement.
It is obvious from the previous re-
sults that some of the demographics
(age, income, and education) affect the
relationship between Facebook ma-
rketing and brand engagement while
others don‘t (gender, marital status,
and work status). Therefore, hypothe-
ses 3, 5, and 6 are accepter while hy-
potheses 2, 4, and 7 are rejected.
9/3/The role of psychograph-
ics:
The role of psychographics has been
explored through a test of path analysis
for the direct and indirect relationships
between Facebook marketing and br-
and engagement among smartphone
users in Egypt. Amos and IBM SPSS
22 have been used. After showing the
analysis results, a discussion is pre-
sented.
Path analysis was employed to test
the research hypothesis no.3 which st-
ates that psychographics affect the
relationship between Facebook mar-
keting and brand engagement am-
ong smartphone users in Egypt. Fig-
ure (2) shows the results. The overall
fit of the structural model to the data
was highly acceptable (χ2/df =--, CFI
= 1, NFI= 1, TLI =--, RMSEA=--).
Figure (2): The role of psychographics in the relationship between
Facebook marketing and brand engagement
Brand
engagement
Psychographi
cs
Facebook
marketing
e2
e1
.67
.63
.18
.45
.58

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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It is obvious from figure (2) that the
indirect effect of Facebook marketing
on brand engagement through psycho-
graphics is stronger than the direct ef-
fect. As shown in figure (2), Facebook
marketing direct effect recorded .17
while the indirect effect through psy-
chographics recorded .34.
This indicates that psychographics
enhanced the relationship between
Facebook marketing and brand en-
gagement among smartphone users in
Egypt by more than 30%. Table (15)
shows the hypothesis testing and path
analysis results.
Table (15): Results of hypothesis testing and path analysis
Paths
β
Estimate
S.E.
C.R.
P(sig)
Facebook Marketing ---> Brand En-
gagement
.181
.169
.052
3.271
.001
Facebook Marketing ---> Psycho-
graphics
.674
1.158
.080
14.423
.000
Psychographics ---> Brand Engagement
.629
.342
.030
11.375
.000
* Facebook Marketing.
It is obvious from table (15) that the
indirect relationship between Facebook
Marketing and brand engagement is si-
gnificant as regression weight estimate
(CR) values for the path are more than
2.54. Moreover, the p value (.000) in-
dicates that the regression weight for
Facebook marketing in the prediction
of brand engagement is significantly
different from zero at the 0.001 level
(two-tailed).Therefore, psychographics
significantly affect the relationship be-
tween Facebook marketing and brand
engagement among smartphone users
in Egypt. Accordingly, hypothesis 8 is
accepted.
Table (16) shows summary of hypotheses testing results
Table (16): Summary of hypotheses testing results
No.
Hypothesis
Decision
1
Facebook Marketing ---> Brand Engagement
Accepted
2
Gender effect
Denied
3
Age effect
Accepted
4
Marital status effect
Denied
5
Income effect
Accepted
6
Education effect
Accepted
7
Work status effect
Denied
8
Psychographics affect the relationship between
Facebook Marketing and Brand Engagement
Accepted

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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
10/ Discussion and conclusi-
ons
The current research results showed
that Facebook marketing significant-
ly affects brand engagement among
smartphone users in Egypt as there is
a significant difference between means
of brand engagement of experimental
and control group as well as the signif-
icant regression coefficients for Face-
book marketing and brand engagement
among smartphone users in Egypt. The
current research results concerning the
effect of Facebook marketing and br-
and engagement are consistent with
Malhotra et al (2013), Barwise & Mee-
han (2010), Barreda et al (2015), and
Chamberlain et al (2014). However,
the current research opposed the re-
sults of LaPointe (2012) and Trapha-
gen (2015).
Several factors can interpret this
result. First, one of the main online
brand-related activities is entrainment
(Vale & Fernandes, 2018), smartph-
one users in Egypt found their brand
platforms entertaining as the mean of
entertainment recorded 3.6275. Smart-
phone brand owners made their inter-
actions creative & funny to attract br-
owser's attention, increase traffic, and
increase exposure which finally en-
hanced their engagement with their
smartphone brand.
Second, interaction as a dimension
of Facebook marketing has significant-
ly influenced smartphone users' en-
gagement as its mean recorded 3.7052.
Social media has created a totally new
level of interaction between brands and
consumers and consumers themselves.
Conversations and talk between the
two sides have enabled brand owners
to build instant relationship and have
the unique opportunity to communicate
on a personal level with their custom-
ers which finally helped businesses to
effectively engage their followers on
social media; pushing them to search
for the mobile first when they get up,
forget everything while using it, and be
proud of having such a brand.
Third, in an ever changing and up-
dated world, trendiness (mean=3.5963)
has forced itself and played a signifi-
cant role nowadays where smartphone
users found their brand pages continu-
ously updated and respond to their fe-
edback in a timely manner which fin-
ally enhanced brand engagement. Of-
ten, customers are taking on social me-
dia about complaints where 78.5 % pe-
ople expressed their sentiments or vi-
ews (e.g. satisfaction, happiness, dis-
approval, anger, etc.) when using so-
cial media (Arab Social Media Report,
2017), therefore, mobile brands had a
plan to respond to complaints in the
right way and on the right time.
Foruth, information seeking is one
of the main activities of Facebook
users when browsing their brand pag-
es.Customization mean recorded
3.6892 which means that Facebook
marketing of smartphone brands pro-
vided consumers with information and
instructional manuals and enabled
smartphone brands to create more en-
gaging, participative, interesting ap-
plications, and contents on social me-
dia to draw their customers' attentions
and provide customized services.
Fifth, smartphone brands Facebook
marketing has created a whole new
level of word of mouth. Social media
had been best used to reach consumers
directly; certainly, those consumers

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …


can also reach other consumers, which
create electronic word of mouth on wh-
ich consumers rely because peer reco-
mmendations are credible and trust-
worthy, which has been finally enha-
nced smartphone brands engagement.
Results showed that psychographics
significantly affect the relationship bet-
ween Facebook marketing and brand
engagement among smartphone users
in Egypt. Several factors can interpret
this result. Psychographics pertain to
people‘s lifestyle (activities, interests,
opinions and values). Lifestyle is vie-
wed as a summary concept that offers
the possibility of new insights, unusual
conclusions, and provides "a broader,
more three-dimensional view of the
consumers" (Hawes, 1978). These are
a key to understanding motivations and
why people do what they do.
Smartphone brands owners were
able to understand these kinds of psy-
chographic differences and as a re-
sult, Facebook marketing tools made
psychographic insights actionable in
a way that was nearly impossible be-
fore. Using psychographics allowed
marketers to do smarter keyword tar-
geting –for example, targeting one m-
essage about the new smartphone wi-
th specific features to browsers who
recently searched for smartphones
with this feature and another message
to consumers complaints from smar-
tphones without this feature.
Facebook marketing enabled sm-
artphone brands owners to explore br-
owsers' activities, interests, opinions,
and values, design marketing mes-
sages suitable for each lifestyle cate-
gory, target these messages for each
category easily and effectively. Mor-
eover, Facebook marketing made the-
se kinds of psychographic differences
much more apparent and relevant to
both consumers and marketers alike.
Social media have changed the rela-
tive importance of psychographics to
marketers in three key ways: by mak-
ing psychographics more actionable,
by making psychographic differences
more important, and by making psy-
chographic insight easier to access.
Furthermore, Facebook presence en-
abled marketers to influence consum-
ers' lifestyle (β=1.16, P<.01). As me-
ntioned before, marketers can now
easily explore fans' lifestyles and tai-
lor marketing efforts to better suit
specific categories and even more it
enabled marketers to make shifts in
consumers' activities and cut consu-
mers' time to newly new activities
that had never been done before; sh-
are opinions within network commu-
nities, chat with friends or colleague-
es/classmates, participate in social
events, or read news or get data.
Moreover, Facebook marketing has
made a shift in consumers' interests
from tangible world to virtual setti-
ngs; consumers would like now to
stay updated with the latest electronic
development, like gaining knowledge
through online, like to participate in
the network of social communities,
and enjoy online shopping. Further-
more, Facebook marketing has reve-
rsed consumers' opinions from resist-
ing the new mobile technology to be-
lieve now that continued developm-
ent of internet services on mobile is
positive for society, culture, economy,
and brings happiness to daily life. Fi-
nally, Facebook marketing has trans-
ferred consumers' values to the favor
of internet applications and made
them believe that using the internet

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …


on the phone enhances the conven-
ience in consumers' life, enhances in-
teraction among people, and provides
more new knowledge.
All the previous shits in consumers'
psychographics accompanied with Fa-
cebook marketing have all enhanced
consumers brand engagement among
smartphone users in Egypt. It is now
concluded that psychographics affects
the relationship between Facebook
marketing and brand engagement.
In sum, research hypotheses have
been all tested and results have been
discussed. It is concluded that most of
the research hypotheses are supported
and the research gap concerning the
ambiguity of the relationship between
Facebook marketing and brand enga-
gement has been almost clarified by
the supported role of demographics
and psychographics.
11/Practical implication
The main purpose is to help man-
agers to understand the benefits of
social media (Facebook) and how th-
ey can have an impactful social mar-
keting method and strategy. There-
fore, the following practical implica-
tions have been made clear.
The current study‘s investigation
of the increasing utilization of social
media marketing offers valuable in-
sights on the relative influence of this
media on brand engagement compared
to traditional media of marketing. Fa-
cebook marketing has the same ad-
vantages and benefits and more as of-
fline or the traditional media such as
the vast reach, low cost and popularity
of Facebook which are prompting all
brand managers to take advantage of
such characteristics. The findings in
this study underpin the relevance of
social media for brand management.
While managers may still doubt the
usefulness of social media involve-
ments, this study highlighted Facebook
as an important and integral part of the
marketing communication strategy.
Taking into consideration the creation
and management of interaction betw-
een brand owners and customers and
customers each other can significantly
enhance consumers brand engagement.
Facebook marketing through the
creation of positive word of mouth and
the management of negative word of
mouth will significantly enhance con-
sumers brand engagement and aware-
ness.When the contents shown in sm-
artphone brand on Facebook page is
the newest information and when the
page is characterized by quick resp-
onse to comments and complaints (tr-
endiness), brand owners will definitely
achieve greater engagement ofsmart-
phone users in Egypt. Surprisingly; if
the brand page is providing entertain-
ing content and customized services,
enhancing brand engagement among
smartphone users in Egypt is not assu-
red. It is not enough for marketing ma-
nagers to simply measure and enhance
brand engagement among smartphone
users in Egypt through Facebook mar-
keting in isolation from demographics.
Targeting Facebook marketing mes-
sages with the final aim of enhancing
brand engagementamong smartphone
users in Egypt to specific groups based
on their age, income, and education
makes marketers work more efficient-
ly.It is not sufficient for marketing ma-
nagers to simply measure and enhance
brand engagement through Facebook
marketing in isolation from psycho-
graphics. Targeting Facebook market-
ing messages with the final aim of en-

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …


hancing brand engagement to specific
smartphone users‘ groups based on th-
eir activities, interests, opinions, and
values makes marketers work more
efficient.
The strategic implementation of Fa-
cebook marketing offers marketers an
added advantage in being relatively
low in investment costs compared to
traditional marketing communication
instruments such as TV. Smartphone
brands owners can use social media ac-
tivities mostly as means to gather in-
formation, learn about consumers and
their attitude towards the products and
the brand, and can have positive eco-
nomic effects for the brand and the
company.
12/ limitations and Future re-
search
In spite of the importance of the cur-
rent research results, there are some
limitations. Based on these limitations,
several future research areas are sug-
gested. First, the current research had
focused on brand engagement as a con-
sequence of Facebook marketing in
smartphones industries context, how-
ever, other contexts should be exam-
ined such as food industries, home ap-
pliances and electronics, cars and mo-
tors. Second, the current research had
focused on consequences of Facebook
marketing such as brand engagement,
however, other consumer-brand rela-
tionships that have never been studied
in Egyptian context should be exam-
ined such as brand involvement, at-
tachment, defense, love, identification,
loyalty, awareness, and image.
Third, the current research had fo-
cused on consequences of Facebook
marketing (brand engagement), how-
ever, another customers-related mar-
keting concepts such as trust, delight,
purchase intention, and commitment
should be studied. Fourth, antecedents
of Facebook marketing or what could
enhance organizations‘ presence on so-
cial media should be examined too
(factors which could influence organi-
zations Facebook marketing efforts)
such as customers‘ personality traits
and browsing motives. Fifth, this st-
udy had focused on Facebook market-
ing consequences from customers‘ vi-
ewpoints, however, Facebook market-
ing financial consequences such as re-
turn on investment, return on equity,
and earnings are suggested for future
research. Sixth, this study has been
limited on Facebook as one of the most
famous social media, however other
social media platforms differ in brows-
ing and sharing styles, studying the
effect of social media marketing exe-
cuted on twitter, youtube, and Insta-
gram is suggested. Seventh, this study
has been executed through ex-post fac-
to design which is a quasi-experiment
design which may affect the causality
of the relationships among the research
variables, therefore, other true experi-
ment designs are recommended to be
used for better cause-effect relation-
ships.

Omnia Abdelazeem abdelhaleem Hilal The Effect of Facebook Marketing on Brand …
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