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Received: 2024-12-15 | Accepted: 2025-04-29 | Published: 2025-06-30

Title

Content marketing, brand awareness, and customer loyalty in emerging market

Abstract

In the dynamic landscape of emerging markets, where digital transformation and cultural nuances shape consumer behaviour, this study delves into the intricate interplay between content marketing, brand awareness, and customer loyalty within Egypt's burgeoning automobile industry from October 2024 to mid-January 2025. By employing a dual-perspective approach—capturing insights from both marketing teams and consumers—this research uncovers the pivotal role of brand awareness as a mediator in transforming content marketing efforts into enduring customer loyalty. Through a robust methodology involving 763 participants and advanced statistical analyses, the study reveals that while content marketing significantly enhances brand awareness, this heightened awareness ultimately drives customer loyalty. The findings underscore the importance of crafting high-quality, culturally resonant content that balances informational and entertainment value, particularly in a market characterized by diverse consumer preferences and digital literacy levels. Notably, the study highlights that brand loyalty is more strongly influenced by brand awareness than content marketing alone, emphasizing the need for marketers to prioritize strategies that amplify brand visibility and emotional connection. This research contributes to the growing body of knowledge on content marketing in emerging markets and offers actionable insights for practitioners aiming to navigate the complexities of the Egyptian market. This study provides a roadmap for leveraging content marketing to build brand equity and foster long-term customer loyalty in rapidly evolving economic environments by bridging the gap between theory and practice.

Keywords

content marketing, brand awareness, customer loyalty, Egypt, automobile market

JEL classifications

M31 , O30

URI

http://jssidoi.org/jesi/article/1299

DOI

DOI 10.9770/b4992425558

Pages

43-73

Funding

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Ewis, Mamdouh Zaki Ahmed

Helwan University, Helwan, Egypt https://www.helwan.edu.eg

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Aly Hussien Aly Abdou, Shereen

Helwan University, Helwan, Egypt https://www.helwan.edu.eg

Articles by this author in: CrossRef | Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

Number

Issue date

June 2025

Issue DOI

DOI 10.9770/w3938556955

ISSN

ISSN 2345-0282 (online)

Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Article views & downloads

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References

-on-social-media-1528-2678-23-1-185.pdf https://www.abacademies.org/articles/Investigating-the-role-of-participation-and-customer-engagement-with-tourism.-brands-(CETB)