Determinants of Egyptian Consumer Response to Cause-Related Marketing and Boycott Campaigns during Gaza-Israel Conflict

Badr El Kourany, Hayat; Mosaad Khozaam, Walaa

doi:10.21608/jkom.2025.427251

Determinants of Egyptian Consumer Response to Cause-Related Marketing and Boycott Campaigns during Gaza-Israel Conflict

Authors

¹ Faculty of Mass Communication, Cairo University

² Faculty of Media Production, Galala University

10.21608/jkom.2025.427251

Abstract

This research investigates the responses of Egyptian consumers to Cause-Related Marketing and boycott activities within the scope of the Gaza-Israel conflict. Among 425 Egyptians surveyed, the degree of cause significance, benefits, emotional appeals, logical appeals, influencer participation, and the value system of CRM and boycott purposes were analyzed at the CRM framework along the consumer response process, which starts with awareness and includes attitudes, intentions, and behavioral changes. Findings show that there is more preference for CRM boycotts using rational appeals and no influencer involvement. This research further highlights the importance of cause significance when analyzing consumer responses. These responses provide significant insight to assist companies and policymakers in designing strategies to navigate different socio-political environments to enhance the positive impacts from CRM and minimize the adverse effects.

Keywords

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