| المستخلص: |
Purpose – Content Marketing (CM) is among the strategies used to create consumer brand loyalty and improve consumer word-of-mouth, yet it lacks scientific research. Therefore, to narrow the gap, this paper intends to explore the effect of customer engagement(CE) as a mediator in the relationship between content marketing (CM) and electronic word-of-mouth (E-WOM) specially in Egyptian online food ordering and delivery service applications. In this study, content marketing comprises three factors, which are content format, Combination of Content Tools, and complexity of the content. This paper is reviewing the content of online food ordering and delivery service applications in Egypt (Otlob/Talbat, Glovo, Uber Eats, Akelni, Elmenus, Mrsool). Design/methodology/approach – The design of this research is descriptive and quantitative that uses two data types. For the overall theoretical view, secondary data were obtained from numerous databases and academic papers dealing with the present research. For achieving the research goals, primary data were used and obtained using the E-Questionnaire tool provided by Google models for using the questionnaire across the Internet and filling it out by different users. A total number of 398 valid responses were obtained. Hypotheses were tested employing the Path Analysis method using the Amos Ver.18 program. The researchers used the Structural Equations Modelling (SEM) method using the path analysis program, which is one of the regression programs, by using the AMOS program with the Maximum Likelihood Estimates (MLE) method. Where it can test the mediating influence of customer engagement on the correlation between content marketing and electronic word of mouth. Table (8) shows the results of the AMOS model for the impact of customer engagement as a mediating variable on the relation between content marketing and electronic word of mouth. Findings – The current findings showed that content marketing (CM) has a substantial positive effect on both customer engagement (CE) and electronic word-of-mouth (E-WOM). customer engagement (CE) also mediates the association between content marketing(CM) and electronic word of mouth(E-WOM) in a positive and statistically significant correlation. Originality/value – This study further broadened existing understanding by showing that the impact of Content Marketing(CM) on electronic word-of-mouth(E-WOM) is influenced by customer engagement (CE). This study has used the power of the Path Analysis Method and the Structural Equations Modeming (SEM) method used by the Amos software to deal with higher-order structures, enabling us to create and validate a suitable methodology that is useful for practitioners.
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