content marketing via social media and its relationship to egyptian consumer brand engagement and purchase intention:

Reliance has increased recently on e-marketing in all its forms, and the characteristics of the Egyptian consumer have changed and turned towards electronic purchases and e-commerce in general, as the Corona pandemic affected companies and brands’ adoption of modern mechanisms of e-marketing and marketing through social media platforms.
One of the most important e-marketing mechanisms currently is digital content marketing, or what is known as the design and dissemination of marketing contents through electronic platforms that create a long-term relationship with the consumer and achieve trust and loyalty to brands.
There are many types and forms of digital content marketing, its functions and objectives, and many studies are trying to discover this new field and its relationship to buying, selling and consumption, especially electronic ones. So this study tends to know the relationship between the digital content marketing and consumer brand engagement whether the cognitive، emotional or behavioral, as well as its relationship to the consumer's purchasing intention through an electronic survey on 650 respondent of the Egyptian consumers who have experience in the field of shopping and electronic purchase.
The study concluded that there is a great awareness among the sample about the objectives of digital content marketing, its types and functions, and the existence of a significant correlation between digital content marketing and the consumer’s engagement with the brand, as well as a significant correlation between digital content marketing and purchasing intention, in addition to the fact that achieving the consumer’s engagement with the brand affects Positively the purchasing intention.