The Impact of Social Media Marketing Activities on brand Performance: Moderation of Self Congruity, Case Study of Egyptian Handicrafts

Authors

1 ; Tourism Studies- Faculty of Tourism and Hotels - Suez Canal University,

2 Hotels Management department - ,Faculty of Tourism and Hotels, - Suez Canal University

3 Tourism Studies department - Faculty of Tourism and Hotels, - Suez Canal University,

Abstract

       Nowadays, it is essential to use social media marketing for handicrafts to keep up with the expanding market. Literature has revealed the significant impact of social media marketing activities (SMMAs) on brand performance(brand awareness and brand loyalty). Unfortunately, limited studies have been conducted to detect how social media marketing activities can enhance brand performance in the context of handicrafts self-congruity in developing countries. Filling this literature gap, an empirical study was conducted to investigate the impact of SMMAs on brand loyalty and brand awareness.Additionally,the moderation effect of  self-congruence on the association between social media marketing activities, brand awareness, and brand loyalty is determined. For this purpose, an online questionnaire was distributed among number of consumers who engage in active handicrafts pages on social media platforms. 304 questionnaires were collected and analysed using SEM-PLS.The findings proved a significant relationship between social media marketing activity dimensions, brand awareness, and brand loyalty. Moreover,self-congruity strengthens the significant impact of SMMAs on brand awareness and brand loyalty. The study recommends that marketers of the handicraft sector in developing countries have to establish an effective social media presence across several platforms to advertise their products and attract clients who are self-congruent with handicrafts, therefore driving up profitability.

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