Title: Understanding Egypt's emerging social shoppers

Authors: Emad Abou-Elgheit

Addresses: School of Business and Economics, Department of Marketing and Entrepreneurship, State University of New York College at Plattsburgh, 101 Broad Street, Au Sable Hall (Office 225), Plattsburgh, NY 12901, USA

Abstract: This paper analyses recent preferences, motives and patterns of consumers shopping online and influenced by social media in Egypt. The emerging global trend of social commerce is rapidly disrupting the ways consumers take decisions and shop online. Egypt being the largest retail market in the Middle East and North Africa (MENA), with the highest social media popularity among internet users, provides an example to examine social commerce in developing economies in MENA region. Through a representative sample of the market, the paper highlights key cognition, emotional, experience and personality aspects that influence consumers' decision making and orientation towards trusting electronic vendors. Also, the paper examines the variance in behaviour and perception between different demographic, cultural, geographic and behavioural consumer segments. The paper also informs electronic vendors and researchers on the processes of trust building and risk perception in social commerce.

Keywords: e-commerce; Egypt; social commerce; consumer behaviour; trust; risk; purchase intention; digital marketing.

DOI: 10.1504/MEJM.2018.093611

Middle East Journal of Management, 2018 Vol.5 No.3, pp.207 - 270

Received: 26 Sep 2017
Accepted: 11 Oct 2017

Published online: 12 Jul 2018 *

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