Abdelrehim Nader Abdelrehim Ismail Awad

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, General Business, Management and Accounting, Management of Technology and Innovation

Scopus Publications

Investment Behavior in the Egyptian Stock Market: The Impact of Social Media on Investor Decision-Making
Abdelrehim Awad, Adel Fathy Aziz, and Talaat Rashad Shma
LLC CPC Business Perspectives
Social media significantly influences investor behavior, particularly in emerging markets like the Egyptian stock market. This study examines its impact on trading frequency, herding behavior, and overconfidence among Egyptian investors. Data were collected through a structured survey of 300 active investors, distributed via two prominent Facebook pages: “The Popular Union of Investors in the Egyptian Stock Market” and “Investment in the Egyptian Stock Market.” The sample was determined using Cochran’s formula for large, undefined populations, achieving a 78% response rate from the 385 recommended respondents. A descriptive quantitative approach was employed, utilizing correlation tests and regression analysis to assess relationships between social media engagement and investor behavior.Findings indicate that social media usage significantly increases trading frequency, as investors make more reactive decisions based on rapidly available information. Herding behavior is also positively associated with social media engagement, demonstrating that investors tend to follow market trends and decisions discussed in online communities. Additionally, social media exposure fosters overconfidence, leading to increased risk-taking behavior. These insights highlight the critical role of social media in shaping investor behavior, with practical implications for regulators, financial advisors, and individual investors. Regulators should promote investor education on the cognitive biases linked to social media engagement, while financial advisors must address its influence on client decision-making. Future research should explore platform-specific features, such as visual content and influencer-driven financial advice, to better understand their effects on investment strategies. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.


Integrating knowledge management with smart technologies in public pharmaceutical organizations
Muhanad Mahmoud, Talaat Shma, Adel Aziz and Abdelrehim Awad

This study investigates the impact of Knowledge Management (KM) practices, enhanced by smart technologies, on organizational performance within public pharmaceutical organizations in Cairo Governorate, Egypt. Using a descriptive-analytical approach, the study targeted employees from five public pharmaceutical companies in Cairo Governorate, including Memphis Pharmaceuticals, Arab Pharmaceuticals, Cairo Pharmaceuticals, Nile Pharmaceuticals, and EIPICO. These companies were selected based on their public listing and accessible workforce data. Respondents included administrative and technical staff, ensuring a representative sample of the sector. The sample size of 372 was calculated using a 95% confidence level and a 5% margin of error, proportionally distributed across organizations and roles. The results of the study reveal that KM practices significantly enhance operational efficiency and foster innovation, with quantitative evidence showing that KM positively influences operational efficiency (β = 0.42, p < 0.01) and innovation (β = 0.35, p < 0.05). The analysis also indicates that strategic leadership plays a moderating role in the relationship between KM practices and organizational performance. Specifically, the moderation effect of leadership strengthens the impact of KM on operational efficiency (interaction term: β = 0.18, p < 0.05) and innovation (interaction term: β = 0.21, p < 0.05). These findings underscore the critical role of leadership in aligning KM practices with strategic goals, highlighting the potential for public pharmaceutical organizations to achieve higher efficiency and innovation. Organizations operating in highly regulated sectors can drive continuous improvement and achieve sustainable performance outcomes by integrating KM frameworks with advanced technologies and strategic leadership. Acknowledgment The authors are thankful to the Deanship of Graduate Studies and Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.


The influence of social media marketing on customer knowledge management: The role of confidentiality in UAE public banks
Abdelrehim Awad, Ahmed Moustafa Aldabousi, and Seham Albatal
LLC CPC Business Perspectives
Social media facilitates banks’ interaction with consumers and provides critical information about their behaviors and preferences. Nevertheless, given the sensitive nature of financial information, maintaining stringent confidentiality is of paramount importance. This study aims to examine the impact of social media marketing (SMM) dimensions on customer knowledge management (CKM) in UAE public banks, focusing on the moderating role of banking confidentiality. The study utilized a quantitative methodology with a correlational framework; data were collected from 283 respondents, who are active customers of First Abu Dhabi Bank, Emirates NBD, and Abu Dhabi Commercial Bank, through a structured questionnaire. These customers were surveyed to understand their interaction with social media campaigns, the information banks request from them, their willingness to share personal data, and their perceptions of safety and legal protections. The results revealed a strong positive relationship between SMM dimensions and CKM, with SMM explaining 65.9% of the variance in CKM outcomes (R² = 0.659, p < 0.01). Among the SMM dimensions, customization had the highest impact (R² = 0.766), followed by word-of-mouth (R² = 0.697) and aesthetics (R² = 0.651). Additionally, confidentiality was found to significantly enhance the effectiveness of SMM, with a moderating effect increasing explained variance by 6.5% (ΔR² = 0.065, β = 0.25, p < 0.01). These findings suggest that public banks in the UAE should integrate personalized SMM strategies with stringent confidentiality measures to optimize CKM. This approach not only enhances customer engagement but also builds trust, fostering sustainable growth in the digital era. Acknowledgements The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.


Leveraging E-Marketing for Enhancing Customer Knowledge Management: A Systematic Review of Tourism Strategies in the Saudi Arabian Context
Adel Ghonim and Abdelrehim Awad
Creative Publishing House
Purpose: This study explores the intersection of e-marketing and customer knowledge management (CKM) within the context of the Saudi Arabian tourism sector. It aims to analyze how e-marketing tools, particularly social media, enhance customer engagement and knowledge management practices to achieve sustainable tourism growth in line with Vision 2030. Design/Methodology/Approach: A systematic literature review approach was employed, focusing on peer-reviewed articles published between 2015 and 2024. The study adhered to PRISMA guidelines for article selection, and a total of 36 research papers were thoroughly analyzed. The literature was categorized into three main themes: CKM frameworks, e-marketing strategies in tourism, and social media's role in customer engagement and knowledge transfer. Findings: The review indicates that e-marketing, especially through social media platforms, significantly enhances CKM by facilitating real-time customer interactions, feedback loops, and data gathering. These tools help overcome traditional CKM challenges, such as knowledge transfer and storage, particularly in the tourism context. Saudi Arabia’s unique cultural and economic environment presents specific opportunities and challenges in implementing these strategies effectively. Originality/Value: This paper is one of the first to comprehensively analyze the role of e-marketing in CKM within the Saudi tourism sector. It proposes a structured framework for integrating digital strategies with CKM to optimize customer engagement and service delivery. The findings offer actionable insights for policymakers and tourism managers on leveraging e-marketing tools to achieve competitive advantage and sustainable growth


Optimizing dormant account management in UAE banking: Legal gaps and proposed reforms
Abdelrehim Awad, Nada Zuhair Al‐fil, Khalid Mohamed Dganni, Ahmed Moustafa Aldabousi, and Muayad Ahmad Obeidat
LLC CPC Business Perspectives
The management of dormant accounts and unclaimed balances is a pressing challenge in the banking sector of the United Arab Emirates (UAE), particularly given the complex regulatory landscape. This study analyzes 150 dormant accounts across five major UAE banks (Emirates NBD, First Abu Dhabi Bank, Dubai Islamic Bank, Sharjah Islamic Bank, and Abu Dhabi Commercial Bank) and identifies gaps in the legal framework, including the absence of clear definitions and handling of non-monetary assets.The study investigates the legal framework governing dormant accounts, specifically focusing on the Dormant Accounts System No. 1 of 2020. The results highlight critical issues, including the lack of clear timelines for transferring unclaimed balances and inconsistencies in communication protocols for notifying account holders. Furthermore, the study emphasizes the need for standardized practices across financial institutions in the UAE.To address these challenges, the study proposes legislative amendments to improve asset management and consumer protection. Key recommendations include establishing standardized definitions, implementing automated tracking systems for dormant accounts, and integrating dormant balances into social welfare programs to enhance public trust. These reforms could significantly improve operational efficiency and legal clarity in the UAE banking sector, contributing to a more transparent and effective management of dormant accounts and unclaimed balances. Acknowledgments The authors are thankful to the Deanship of Graduate Studies and Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.


Analyzing the impact of viral marketing on brand equity dimensions in Egypt's home appliances sector: A customer and legal perspective
Abdelrehim Awad and Ahmed Moustafa Aldabousi
LLC CPC Business Perspectives
In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.


Driving HR performance through digital transformation in educational directorates: A strategic imperative
Abdelrehim Awad, Mohamed Shemais, and Muhammad Al-Embabi
LLC CPC Business Perspectives
The rapid advancement of digital technology has significantly affected various sectors, including education. Integrating digital tools and platforms in human resource management offers opportunities to enhance efficiency and organizational performance. This study investigates the impact of digital transformation on human resource performance in educational directorates in Egypt. A descriptive analytical methodology was employed, utilizing a structured questionnaire distributed to 450 administrative officials across eight randomly selected directorates out of the 27 directorates in Egypt, constituting approximately 30% of the total. The study retrieved 413 questionnaires, with about a 91% response rate. Data analysis reveals a significant positive correlation between digital transformation and the quality of human resource performance. Strategic planning (R² = 0.901), leadership development (R² = 0.699), skills acquisition (R² = 0.899), and institutional infrastructure (R² = 0.907) are identified as key factors that significantly influence HR performance. The findings suggest that embracing digital transformation and investing in these dimensions can lead to enhanced human resource performance in educational institutions. The study concludes that digital transformation can significantly improve human resource performance in the education sector, emphasizing the need for strategic planning, leadership development, skills acquisition, and a supportive organizational culture to fully leverage the potential of digital technologies.


ARTIFICIAL INTELLIGENCE AND MARKETING INNOVATION: THE MEDIATING ROLE OF ORGANIZATIONAL CULTURE
Abdelrehim Awad
LLC CPC Business Perspectives
The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.


Impact of electronic customer relationship management on competitive advantage: Mediating role of customer satisfaction in EgyptAir
Abdelrehim Awad and Muhanad Mahmoud
LLC CPC Business Perspectives
In today’s highly competitive business environment, organizations, particularly in the airline industry, are increasingly adopting electronic customer relationship management (E-CRM) to enhance customer engagement and achieve a competitive edge. This study aims to analyze the impact of E-CRM on the competitive advantage of EgyptAir, focusing on customer satisfaction as a mediating factor. Employing a descriptive and analytical methodology, the paper surveyed 355 EgyptAir customers, utilizing a structured questionnaire to gather data on E-CRM practices, customer satisfaction, and competitive advantage. The findings reveal a significant positive correlation between E-CRM and competitive advantage, with a correlation coefficient (R) of 0.56 and a determination coefficient (R²) of 0.315, indicating that E-CRM accounts for 31.5% of the variance in competitive advantage. Furthermore, the results demonstrate that customer satisfaction significantly mediates this relationship, with E-CRM explaining 43.9% of the variance in customer satisfaction (R² = 0.439) and a direct positive impact of customer satisfaction on competitive advantage (R = 0.38, R² = 0.247). Path analysis using AMOS v.24 confirmed these findings, showing both direct and indirect effects of E-CRM on competitive advantage through customer satisfaction. The model fit indices (CFI = 0.894, RMSEA = 0.000) suggest a robust model. The study underscores the crucial role of E-CRM in fostering customer satisfaction and enhancing competitive advantage in the airline industry, providing valuable insights for airlines aiming to leverage E-CRM for sustainable success. Acknowledgments The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

RECENT SCHOLAR PUBLICATIONS

THE ROLE OF uNIVERSITIES’SOCIAL RESPONSIBILITY IN ENHANCING BuSINESS SuSTAINABILITY: MEDIATING ROLE
A Awad
2025



INVESTMENT BEHAVIOR IN THE EGYPTIAN STOCK MARKET: THE IMPACT OF SOCIAL MEDIA ON INVESTOR DECISION-MAKING
A Awad, AF Aziz, TR Shma
2025



INTEGRATING KNOWLEDGE MANAGEMENT WITH SMART TECHNOLOGIES IN PuBLIC PHARMACEuTICAL ORGANIzATIONS
M Mahmoud, TR Shma, AF Aziz, A Awad
2025



تأثير إدارة الابتكار على التميز المؤسسي
محمد حسين مصطفى, مصطفى, شميس حسنى, نادر عبدالرحيم, عبدالرحيم
2024



تأثير التحول الرقمي على جودة أداء الموارد البشرية بوزارة التعليم بالمملكة العربية السعودية دراسة ميدانيه
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Impact of electronic customer relationship management on competitive advantage: Mediating role of customer satisfaction in EgyptAir
MM Abdelrehim Awad
Problems and Perspectives in Management 22 (3), 276-286 2024



تأثيـر التسويق الخفي على قيمة العلامة التجارية من منظور العملاء: دراسة تطبيقية على قطاع صناعة الأجهزة الكهربائية في مصر
ANA Ismail
The Arab Journal of Administration 44 (1), 83-102 2024



Leveraging E-Marketing for Enhancing Customer Knowledge Management: A Systematic Review of Tourism Strategies in the Saudi Arabian Context
A Ghonim, A Awad
Journal of Ecohumanism 3 (8), 11693–11709-11693–11709 2024



THE INFLuENCE OF SOCIAL MEDIA MARKETING ON CuSTOMER KNOWLEDGE MANAGEMENT: THE ROLE OF CONFIDENTIALITY IN uAE PuBLIC BANKS
A Awad, AM Aldabousi, S Albatal
2024



OPTIMIzING DORMANT ACCOuNT MANAGEMENT IN uAE BANKING: LEGAL GAPS AND PROPOSED REFORMS
A Awad, NZ Al‐fil, KM Dganni, AM Aldabousi
2024



ANALYzING THE IMPACT OF VIRAL MARKETING ON BRAND EquITY DIMENSIONS IN EGYPT’S HOME APPLIANCES SECTOR: A CuSTOMER AND LEGAL PERSPECTIVE
A Awad, AM Aldabousi
2024



Driving HR performance through digital transformation in educational directorates: A strategic imperative
A Awad, M Shemais, M Al-Embabi
Problems and Perspectives in Management 22 (4), 163-173 2024



ARTIFICIAL INTELLIGENCE AND MARKETING INNOVATION: THE MEDIATING ROLE
A Awad
2024



دور إدارة المواهب فى دعم السلوك الإبداعي للأطباء العاملين بالمستشفيات الإستثمارية في مصر
عوض, عبدالرحيم, عبدالغني, عمرو أبواليمين, علم, ...
2023



أثر تطبيق التحوُّل الرَّقْمي بالمؤسَّسات الحكومية على الأداءالمُستدام للموارد البشرية (بالتطبيق على العاملين بالمجلس الأعلى للأزهر الشريف)
محمد مختار, خلود, مصطفى, تامر احمد, عبدالرحيم, عبدالرحيم نادر
2023



تَبَني الإستراتيجيات التسويقية التنافسية لدعم المشاريع الريادية وأثرها على تحقيق البقاء والنمو في السوق المصري
عوض, عبدالرحيم نادر عبدالرحيم اسماعيل
2021



التسويق الداخلي کمدخل لتحسين الأداء السياقي بالمنظمات العامة–دراسة ميدانية على الشرکة المصرية للاتصالات “Internal Marketing as an Approach to Improve the Contextual
نادر عبدالرحيم, عبدالرحيم, شميس حسني
2020



" تأثير التسويق الخفي على قيمة العلامه التجارية من منظور العملاء" دراسة تطبيقية على قطاع صناعة الأجهزة الکهربائية في مصر
P Education, S Education, H Economy




" دور إنترنت الأشياء في إدارة معرفة العملاء"(بالتطبيق على البنوک التجارية العامة فى مصر)
P Education, S Education




" الذكاء الإستراتيجى كمدخل لتحقيق الميزة التنافسيه المستدامة" دراسة ميدانية على شركات السياحة بقطاع الأعمال العام المصري
P Education, S Education, H Economy

MOST CITED SCHOLAR PUBLICATIONS

Impact of electronic customer relationship management on competitive advantage: Mediating role of customer satisfaction in EgyptAir
MM Abdelrehim Awad
Problems and Perspectives in Management 22 (3), 276-286 2024
Citations: 1



Leveraging E-Marketing for Enhancing Customer Knowledge Management: A Systematic Review of Tourism Strategies in the Saudi Arabian Context
A Ghonim, A Awad
Journal of Ecohumanism 3 (8), 11693–11709-11693–11709 2024
Citations: 1



Driving HR performance through digital transformation in educational directorates: A strategic imperative
A Awad, M Shemais, M Al-Embabi
Problems and Perspectives in Management 22 (4), 163-173 2024
Citations: 1