Strategic Management of Customer Engagement and Brand Awareness in Beauty Clinic Marketing: A Mediation Analysis of Content Marketing and Purchase Intentions

Within a strategic management framework, this study investigated the mediating roles of customer engagement and brand awareness in the relationship between content marketing and purchase intentions in Egypt’s beauty sector. Data was collected through an online survey (n = 374), and structural equation modeling was employed to test the hypotheses. The findings revealed that strategically designed content marketing significantly enhances customer engagement, which, in turn, elevates brand awareness through targeted relationship management. Positioned as a critical strategic asset, brand awareness demonstrates a strong positive effect on purchase intentions. However, the direct link between content marketing and purchase intentions is not supported, underscoring the necessity of intermediate strategic variables. Partial mediation is observed for customer engagement (as a strategic mediator) in the content marketing/brand awareness relationship and for brand awareness in the customer engagement/purchase intentions pathway. Notably, a full mediation effect emerges through the strategic integration of customer engagement and brand awareness, highlighting the interconnectedness of these constructs in driving consumer behavior. These findings emphasize the importance of strategic alignment between content marketing, customer engagement initiatives, and brand equity management to optimize purchase intentions in the competitive beauty products market. The research provides actionable insights for beauty brands to leverage management practices that prioritize engagement-driven content and brand visibility, thereby fostering sustainable competitive advantage in dynamic markets.