Impact of Digital Content Marketing on Consumer Purchase Decision in the Egyptian Luxury Car Market

Impact of Digital Content Marketing on Consumer Purchase Decision in the Egyptian Luxury Car Market Author Details: Mohamed Ahmed Hussein Mustafa-DBA candidate at ESLSCA Univ., EgyptAbstract:This study investigates the impact of Digital Content Marketing (DCM) and Social Media Influencer (SMI) characteristics on consumers’ purchase decision in the Egyptian luxury car market. The research aims to examine how different dimensions of DCM and SMI influence purchase decision outcomes, including online search evaluation and intention–decision to purchase. The study adopts a quantitative research approach using a structured questionnaire distributed to owners and potential consumers of premium and exotic cars in Egypt through a non-probability judgmental quota sampling technique. A total of 100 valid responses were analyzed using SPSS.Correlation and regression analysis were employed to test the proposed hypotheses and examine the relationships among the variables. The findings reveal that DCM is the dominant predictor of purchase decision outcomes. Specifically, experiential value, social value, and functional value significantly influence consumers’ purchase decisions, while informative and unique values demonstrate limited direct effects when examined independently. However, the combined informative–experiential–social value construct emerged as a strong and consistent predictor of purchase decision outcomes.The findings also indicate that SMI characteristics have a more limited effect compared to DCM. Authenticity was identified as the only significant and consistent SMI dimension influencing purchase intention and purchase decision, whereas homophily, parasocial relationship, persuasion knowledge, and purchase intention showed no significant direct effects in the regression models.The study contributes to digital marketing and influencer marketing literature within the luxury automotive sector in Egypt and highlights the importance of authentic, engaging, and value-driven digital content in influencing consumer behavior.