Faculty Of Management Graduation Project 2020 - 2022

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The Impact of Dividend Payout Ratio on a Company's Profitability: A Comparative Study between Financial and Non-Financial Institutions in Egypt
(2020) Waleed " 173419 ", Tuqa; Adel " 173363 ", Mai,; Sayed " 170531 ", Nada,; El- " supervisor ", Dr. Hatem,
This study explored if there is a noticeable difference between the effect of the dividend payout ratio on the profitability of the financial institutions and non-financial institutions through regression analysis. This Descriptive analytical study was conducted on 14 institutions; 7 financial banks and 7 non-financial institutions in the Real Estate sector from the Egyptian Stock Exchange in 7 years respectively, during the period of 2015 till 2019. Data was collected from annual and financial reports of the corporations. Collected data sets were analyzed by SPSS-16 software. The results showed that there is an insignificant impact for average DPR on performance of non-financial institutions but there is a significant impact for average DPR on ROA, ROE (Performance) therefore there is a negative significant relation between the average dividend payout ratio of non-financial institutions and the return on assets of the non-financial institutions. Our research findings indicate that, there is a difference between the impact of the DPR on the performance of financial and non-financial institutions. Therefore, we will accept the hypothesis.
The Impact of Corporate Social Responsibility& Audit Committee on the Financial Performance
(MSA university Faculty of Management, 2020) Khaled Ali Awad " 171825 ", Ahmed,; Montaser Khair " 170141 ", Basant,; Mohamed Mahmoud " 173171 ", EzzEldeen; Abdelmoneim " supervisor ", Dr. Zakia,
Previous studies have demonstrated the impact of corporate social responsibility and audit committee on firm performance. This study puts forward a regression model to investigate the impact of the corporate social responsibility and audit committee on firm performance. Research was tested on 150 observations listed in the Egyptian stock exchange starting from the period 2015-2019. The results of this study showed that CSR has no significant impact on firm performance, also showed that the results showed that audit committee size has a significant positive impact on the firm performance, also showed that the audit committee independence has a significant negative impact on the firm performance and showed that audit committee frequency, audit committee expertise and audit committee external auditor have no relation with financial performance.
The impact of Corporate Governance on Tax Avoidance
(MSA university Faculty of Management, 2020) Abdel Rahman Abdel Azeem " 170135 ", Farah,; Hossam Eldin " 185945 ", Amr; Ghazy " 173403 ", Sherif; Ahmed ELsadaney " 160915 ", Mohamed; Adel El-Dawayaty " supervisor ", Dr: Dalida
First and foremost, praise and thanks be to God Almighty for his abundance of blessings throughout our research work to complete the research successfully. We would like to express our deep and sincere gratitude to our research supervisor Dr. Dalida Adel El-Dawayaty, for giving the opportunity to do research and providing invaluable guidance throughout this research. Her vision, sincerity and motivation have deeply inspired us. She has taught us the methodology to carry out the research and to present the research works as clearly as possible. It was a great privilege and honor to work and study under her guidance. We are extremely grateful for her helpful advices and comments. Finally, we are extending our thanks to our TAs: Karim Farag, Amera Omar & Bassant Mamdouh for their support and kindness during our research work.
Was the Arab Spring Economically or Politically Instigated? A Panel Data Analysis
(MSA university Faculty of Management, 2020) Mohamed ElAyoubi " 183825 ", Sarah,; Mohamed Kamal " 185847 ", Khaled,; Helmy " Supervisor ", Prof. Dr. Heba,
The Arab Spring has drastically altered the direction in which the MENA region was once heading – a revolution that once aimed to democratize one of the most appointive regions in the world has distorted everything they had in mind. This paper aims to analyze the conditions that had triggered Arab Spring countries to let demonstrators leave their loved ones, belongings and occupations behind and risk whatever stability their country had to offer to riot against their governments. The aim is to identify whether these eliciting conditions were economic or political and how countries can - in the future - direct policies towards preventing such a massive event from reoccurring. The data being observed was collected from The World Bank, IMF, The International Country Risk Guide (ICRG) and Transparency International for Algeria, Bahrain, Egypt, Libya, Morocco, Sudan, Tunisia and Yemen starting in the year 2000 and ending in 2013. The paper will reflect on numerous political and economic variables including GDP per capita, Consumer Price Index, Unemployment rate, Voice and Accountability, Government Effectiveness, and the Corruption Perception Index. The study will be conducted through the use of econometric models via the statistical program, E-Views. Finally, after conducting the econometric tests with the use of PLS and Fixed Effect SUR it was concluded that indeed all the political and economic factors do have a significant relationship with the level of Internal Conflicts in the eight selected nations. Specifically, the results proved that there is a positive relationship between all the selected variables and the improvement in internal conflict level except for the unemployment rate which showed a negative relationship. Therefore, all these results conclude that when either or all GDP per capita, Voice and Accountability and Government effectiveness increases this causes the level on internal conflicts within a nation to decline and vice versa. Furthermore, the only variable that did not match the hypotheses was the Consumer Price Index which resulted in a positive relationship meaning when inflation increases this causes more stability in a nation which goes against the norm, but the coefficient result was very low implying that the impact of inflation on internal conflict is economically insignificant.
The effect of corporate culture on firm performance
(MSA university Faculty of Management, 2020) Yasser Mostafa '" 174733 ", Laila,; Khaled Ahmed "174437", Kholoud,; El Ghazaly " supervisor ", DR. Mahmoud
The aim of this study is to examine the relationship between the corporate culture and firm performance. A sample of 30 companies listed in EGX 30 will be used from the year 2016 to 2019. The data for the corporate culture is collected from the companies’ websites and for the firm performance was collected from the companies’ financial statements. Index model, Descriptive analysis, Personal correlation and Regression model are used to collect be used to test the hypothesis. The Results show that there is an insignificant association between the corporate culture and the firm performance.
The impact of corporate governance and risk governance on future earnings predictability in banks
(MSA university Faculty of Management, 2020) Assem Abdelghaffar " 174519 ", Ahmed,; Amr Ahmed " 165565 ", Sherif ,; Osama Ahmed " 174229 ", Ahmed,; El-Deeb " Supervisor ", Professor Mohamed
Purpose: The main aim of this research is to analyze the effect on the independent variables which is Risk Governance and Corporate Governance on the dependent variable which is Future Earnings Predictability. Data/methodology/Approach: The data that have been collected are secondary (quantitative) data, as these data was gathered from financial statements and annual reports of the banks that are listed in Egyptian and Emirates stock market. The sample is 22 banks from 2014 to 2019. We have measured the Risk Governance with number of risk committee members and measured the Corporate Governance with CEO duality, number of board members and the percentage of independent members and measured the Future earnings predictability with Future Cash Flow (Barth model). These data analyzed through descriptive, correlation and regression analysis using statistical program called SPSS. Results: The results showed that there is a positive relationship between CEO duality and future cash flow, moreover there is a negative relationship between number of board members and future cash flow, and also there is a negative relationship between independent directors and future cash flow and there is a positive relationship between number of risk committee members and future cash flow. Limitations: The limitation of this research was, we have experienced difficulties to develop because most of the banks involved in the study have not published the financial reports for all years. Also, the quality of published annual reports was not that good even though the banks are the best in both countries. The information found in the financial reports was not complete. Most of the banks did not mention full information about the risk governance and how many members in the committee. Thus, the next researchers must take into consideration other variables.
The Impact of Entrepreneurial Orientation on SMEs Performance Applied on (Audelineco, Alqawafel)
(MSA university Faculty of Management, 2020) Sabry Soliman " 173751 ", Basel,; Makram Lotfy " 174103 ", Vironika,; Khaled " 173369 ", Youssef,; Moataz ALY " 174303 ", Aly,; Zaazou " Supervisor ", Dr. Zainab,
In an increasingly competitive global climate, small and medium-sized enterprises (SMEs) have a huge effect on the economies of countries due to their large number and the share of the workforce involved. Small and medium-sized enterprises, particularly in developing countries, make up the vast majority of enterprises and create most of the jobs (Karami, M., & Tang, J. 2019). In entrepreneurship research, entrepreneurial orientation has been found to have a positive impact on firm performance. Firms with high levels of entrepreneurial orientation tend to constantly scan and monitor their operating environment in order to find new opportunities and strengthen their competitive positions (Covin and Miles, 1999).
Effect of education on economic growth in South Korea and Egypt Data analysis (1970-2018)
(MSA university Faculty of Management, 2020) Mohamed AbdelAziz El Samahy " 173831 ", Ahmed,; Abdou " supervisor ", Prof. Doaa
Improving education, as well as economic growth, is central in development strategies. However, education and growth, have been debatable, as improving education does not guarantee economic growth. This paper discusses the effect of improving schooling on economic growth in Egypt and Korea. Both countries had similar GDP/Capita in the sixty’s approx. and history but the role of each one had different effect on economic growth. This research paper used time series data analysis. Results show a positive impact of education on economic growth in South Korea, while in Egypt, this relation is absent. Results in South Korea showed strong evidence that the cognitive ability of the population’s cognitive ability is closely linked to individual wealth, income distribution and economic development rather than mere school achievement. Also, results show the effect of each of government expenditure on education, secondary school enrollment, adjusted savings, and the unemployment on the economic growth in Egypt and South Korea.
Perception of New Governmental Transportation Services and its Impact on the Country Image (Applied on the Monorail)
(MSA UNIVERSITY, 2021) Ashraf, Alain; Ghanem, Ammar; Osama, Marwan
Over the past 50 years and more, the expansion use of cars rapidly is a major reason that the consumption of public transport in the industrialized nations has decreased around the world. For example, according to (Transport Statistics Great Britain, 2014)1, in Scotland there is a reduction of 28.6% from the year 1992 to 2014 in the average number of passenger trips on the local bus service. The aim of governments and private people giving public transportation administrations to its residents is to satisfy their necessities by furnishing them with available and reasonable vehicle alternatives. Numerous nations put resources into public vehicle frameworks to make them more alluring, monetarily well-disposed and make them really engaging. The government transport service is essential for developing any country and is also a basic infrastructure (Mageen & Nelson, 2003)2 stated that to solve problems like air pollution, parking, and congestion, an alternative should be developed. This alternative is public transport monorail. It is a public transportation system that is hovering above the ground moving on a single track (that is why it is called mono). People can use it to travel in the central city. Monorails are cost effective, not interfering the flow of traffic, friendly to the environment, can reduce heavy traffics, and also lowering the noise and carbon pollution. In the past several years, the Egyptian government has made many improvements to several roads and they also made new roads and public services. Nowadays, they are working on a new project that will make a significant change in the public transportation services and on the country image also. The project is called Cairo Monorail, it is a new system that will be the first public transport to connect the New Capital City with 6th of October and the Greater Cairo area. Cairo Monorail project will be launched in 2023 as a part of Egypt’s vision to 2030.
The Impact of Virtual Reality in the National Museum of Egyptian Civilization (NMEC) on Visitors’ Attitudes towards the Museum
(MSA UNIVERSITY, 2021) Khaled, Doaa; Hany Gamal, Mennatallah
According to Ilhan and Celtek (2016)1, nowadays, technology is no longer considered as a subsidiary tool, however, it’s becoming something necessary and required in our everyday routine; as it plays an important role people lives enhancement through faster, effective, efficient, and accessible processes (Han et al., 2019)2. Technological developments positively affect tourists’ experience in a museum, which results in affecting their attitude as well. That’s the reason why advanced technologies have been developed in order to overcome that problem; augmented and virtual realities reality they are (Vermeeren et al., 2018)3. Of the various up and coming technologies, those considered the most altering and revolutionary are virtual and augmented reality technologies. They stimulate the senses of the user by the use of images generated by computers. These sense stimulating images are meant to engross the user’s mind in the experience. During that time, our minds accept virtual or augmented reality as another real versions of real life (Nayyar et al., 2018)4. During the past few decades, unstable environments and increased levels of competition have forced cultural heritage sites and tourism destinations to consider adopting technologies in order to enhance their visitors’ experiences. These technologies include social media, smart phones, interactive websites, and mobile applications, among others. But more recently, the technologies increased to encompass virtual and augmented reality applications (Errichiello et al., 2019)5. In regards to tourist destinations, galleries, museums, and other cultural heritage organizations have exhausted the search of various ways of exploiting these technologies’ potential so that they could enhance their tourists’ experience before, during, and after their visit. Accordingly, virtual reality applications have started outstretching in the industry of hospitality and tourism and are assumed to revolutionize the way tourists experience cultural tourism sites by offering them diversified experiences and added-value propositions (Errichiello et al., 2019)1. Today, the numerous applications of augmented reality are being utilized in the field of tourism. These applications help recreate historical artifacts that are found in museums digitally. It is expected that several tourism organizations will benefit from these applications by gain competitive advantage in contrast to other tourism enterprises and satisfying their visitors (ÖZKUL & Kumlu, 2019)2. In this research, the effect of implementing Virtual Reality in museums, specifically the National Museum of Egyptian Civilization (NMEC), on visitors’ experiences and attitudes towards the museum will be investigated.
The role of capital structure as a mediator on the relationship between audit committee characteristics and firm performance
(MSA UNIVERSITY, 2021) Tarek, Omar; Ahmed, Youssef
This research investigates the relationship between audit committee characteristics and firm performance while using capital structure as a mediating variable. A sample of 20 companies listed in the Egyptian Stock Exchange (EGX30) from 2016 to 2020 are used to collect data for measuring variables. Descriptive 6 analysis, multiple regression analysis, and pooled ordinary least square are used to test the hypothesis. Results show that there is a significant relationship between audit committee characteristics and firm performance while using capital structure as a mediating variable. Moreover, there is an insignificant positive relationship between audit committee characteristics and capital structure. Finally, there is an insignificant positive relationship between capital structure and ROA while a significant positive relationship with ROE.
Pink Tax Pricing Strategy Affecting Brand Equity, applied on: Gillette
(MSA UNIVERSITY, 2021) Amr Nabil Darwish, Hania; El Ghandour, Ibrahim; Suwailem, Mohamed
Sexism and gender discrimination have been embedded in our societies throughout history and although women were partially able to earn their rightful positions in today’s communities, they are still being aggressively oppressed in terms of gender-based pricing (Salman & Ayoubi, 2019). 1 Pink tax is essentially recognized by the media as a gendered discrimination pricing strategy. Pink tax is a phrase used to describe the extra price of specific products that are focused on women, which are the exact copy of those that are targeted at men. Furthermore, the media also refers to pink tax in order to whine about the expenses of just being a woman, while males do not have these expenses. Despite the fact that products are modified for every gender, which may also count as gender discrimination in prices, it is usually welcomed and accommodate since there is a minor difference. On the other hand, when an extra price is placed on women directed products that are exactly identical to those that are directed at men, consumers find it hard to accept these products and hard for businesses to give ground for since the products are exactly the same.2 The word “pink” in this case constituted for the extra price that females pay on femalebased products, which are identical to those that are male-based. Moreover, companies like BIC normally use pink tax on shavers that are the same as male shavers, but cost about 2.59$ in addition to the cost of the male- based razor. The key difference in the pricing strategy was shown to be the target customer, being females. Even though Pink tax is a recurring phenomenon in most markets of different countries, it has been shown that not all females are adequately aware of the concept and the possible threats it may pose. Furthermore, women who compare prices on a per-unit basis and pay attention to feminized goods are those that can easily notice the difference in the pricing strategies targeted at women, as opposed to those targeted at men (Stevens & Shanahan, 2017). 3 Furthermore, Pink Tax applies when the application of tariffs on imports for gendered goods is a previously unacknowledged fiscal policy that directly affects women. These import taxes, which may differ between otherwise similar gender based products (for example, women's cotton shirts and men's cotton shirts), also penalise women as consumers.We notice that imports of women's goods are taxed 0.7 percent higher than imports of men's goods when we compared approximately 200,000 pairs of tariff rates on men's and women's items across 167 countries. These tax penalties, which compound as wholesalers and retailers trade, are a powerful predictor to the ongoing end-point price discrimination that women face, aslo known as the gender wage gap (Betz, Fortunato & O’BRIEN, 2021).4 Currently, there are no governmental regulations or laws that prohibit manufacturers and marketers, to charge distinguishable prices on similar products based on gender or who the product is meant for (Burns, 2020)5. Media, in all its forms, has a fundamental influence on many societies, linking them together. Furthermore, media has been shown to affect the social formation of gender roles, images and processes. People and businesses’ dependence or use of media results in them making assumptions according to the social formations proposed by social media mainly. Instead of businesses making assumptions and taking decisions according to the biological differences between males and females, they make decisions according to the cultural issues present. Furthermore, studies have shown that males and females have psychological factors in common and help a business achieve an inner market diversity. Regardless, the assumption that men and women are distinct and should be treated differently according to gender stereotypes is quite common. This is because gender is now acknowledged mainly according to the different actions and forecast of future possible actions of each gender. The formation of gender identities, mainly through media, poses a threat because of the fact that it may force consumers to switch to buying patterns that are surely beyond their capacity and usual preferences. Media and communication, being the primary sources of gender identities, assigns genders with specific attributes that are socially recognized (Manzano, 2018).6 These gender identities, even though far from accurate, are now the indicators of actions taken by businesses and their used strategies. This research will shine light on the concept of pink tax, the factors leading to it and the problem it poses.
Logical Design of Information System for a Smart Pet collar
(MSA UNIVERSITY, 2021) Ahmed Mohamed Abul-Ella, Eyad
An E-Smart Collar System application that is put onto a smart pet collar with a small screen, to provide help for pet owners, who usually encounter issues with their pets that they don’t understand, The system would also help the pets in living better lives without underlying medical conditions. This system basically tracks your pets health by a small collar that is attached with a mini touch screen that’s waterproof with a long battery life, so it would be practical for both pets and their owners, the system tracks the pets heartbeat, blood pressure, and sugar levels, as well as having a temperature sensor, and if it seeks immediate attention the pet owner will be notified. The users for this system will be connected directly to their pets Smart collar by scanning a QR code right away, and connect the system application to their phones, whenever something is abnormal the system proposed should ping the owner immediately that something is wrong with the pets health, the system also offers a GPS tracking that is only accessible by the owner after scanning a 2nd QR code that was shown on the smart Collars screen, once the smart collar is attached to the pet, the system automatically reminds the owner with the vaccination times by sending notifications to the pet owner, based on this the system application gives a list of the possible appointments and awaits for confirmation from the pet owner to send the confirmed time to the clinic/hospital that is linked with the system, It also helps with the meal times by sending notifications to the owner of the system.
The impact of political connection and related party transactions on firm value Faculty of Management Sciences
(MSA UNIVERSITY, 2021) Osama, Nouran; Tarek, Rana; Alaaeldin, Marwa; Morad, Omar Mohamed
Thanks go out first and foremost to Almighty God who strengthened and enabled us to complete this study. We would like to express our earnest gratefulness to our supervisor, Dr. Mohamed El-Deeb for supporting us throughout this study. Special Thanks to our lecturer assistants Eman Adel, Maha Ismail, Lamis Elsharkawy and Rania Anwar for providing us with their knowledge, supervision, advice and support.
Logical Design of Information System for a Smart Pet collar
(MSA UNIVERSITY, 2021) Ahmed Mohamed Abul-Ella, Eyad
An E-Smart Collar System application that is put onto a smart pet collar with a small screen, to provide help for pet owners, who usually encounter issues with their pets that they don’t understand, The system would also help the pets in living better lives without underlying medical conditions.
The effects of celebrity endorsement on consumer’s purchase intentions in the sportswear industry applied on (Nike)
(MSA UNIVERSITY, 2021) Moussa, Ahmed; Ahmed, Alaa; Sherif, Maryam
Purpose: The purpose of this paper is to investigate factors affecting the consumer’s purchase intentions, mentioning the relationship between celebrity endorsement variables affecting consumer purchase intentions. Conceptually, this research will contribute to the advertisements endorsed by celebrities targeting the message to marketers to best know the variables that affect consumer’s purchase intentions positively before introducing an advertisement. Empirically, the research studies Tv and social media endorsed advertisements. Methodology: Researchers successfully utilized a combination of primary and secondary data through the conduction of in-depth interviews with a convenient sample by using previous researcher’s literatures to measure the relationship between the variables assessing results of a questionnaire. Online questionnaires were collected from 210 persons who are aware of the advertisement using IBM’s statistical package for the social sciences (SPSS). Findings: Researchers' findings assured the positive relationship between the celebrity endorsement characteristics such as the physical attractiveness and celebrity credibility, the match-up of the celebrity endorsement and the product endorsed and its impact on the consumers purchase intentions. Implications: Finally, this research provides marketers and brands with practical implications about factors that should be taken into consideration when going for a product endorsement. Celebrity’s good physical attractiveness, celebrities’ high credibility or reputation, and match-up with a celebrity such as Cristiano Ronaldo were claimed to affect consumer’s purchase intentions applied on Nike Shoes. Also, the research investigates that these factors have an effect on consumer’s purchase intentions.
Available Recipes Application
(MSA UNIVERSITY, 2021) AHMED HANAAELDIN, MOHAMED; SAID ELBAHI, MOHAMED
This project’s name is Available recipes application. Available recipes provides a service for students living on a budget or other people who have to cook for themselves, and people learning to, and are willing to experiment with their cooking. Available recipes records the user’s pantry to gather information on what ingredients are available and the quantity remaining. With that information Available recipes goes through a database of different recipes and considering the user’s dietary needs or restrictions, it displays a list of step by step recipes for health and convenience with the aid of a chat BOT, all while being budget friendly.
The Impact of Intellectual Capital on Financial Performance
(MSA UNIVERSITY, 2021) Baher, Antoine; Ahmed, Farha; Bassam, Youssef
The current study is mainly targeting to examine the impact of intellectual capital on financial performance. Using a sample of 20 companies listed in EGX (70) were used from year 2016 to 2020. Descriptive analysis, correlational analysis and pooled data were used to test our hypothesis. The independent variable is intellectual capital which is classified into two types the Human capital efficiency and structural capital efficiency. Where the human capital efficiency is measured through dividing value added over human capital, structural capital efficiency which is measured through dividing structural capital over value added in addition to the dependent variable which is measured by both the return on assets ratio and the return on equity ratio. Finally, the results showed that there is insignificant relationship between Human Capital Efficiency and Structural Capital Efficiency with the ROA and ROE. Through our research we’ve faced many barriers such as not founding enough academic papers to support our results.
The factors affecting the Consumer’s Attitude towards the COVID-19’s vaccines
(MSA UNIVERSITY, 2021) El qaddah, Ahmed; Sameh, Ahmed; Moustafa Elsabbahi, Omar
The purpose of this research is to study and understand the factors affecting the consumer’s attitude towards the COVID-19’s vaccine in Egypt. This research is important as the corona-virus pandemic is a problem for the whole world and has affected people all around the world as it’s considered a global health crisis and can only be controlled through vaccination. Based on the literature review the researchers have developed a graphical conceptual model that was tested using a qualitative approach. 363 respondents have responded to the online questionnaire who were aware of the COVID-19’s vaccine in Egypt. Convenience sampling technique was used in this research. SPSS tool was used for analyzing data. According to the findings of this research it was found that there is a negative relationship between the perceived risk of the vaccine and the consumer’s attitude towards the COVID-19’s vaccine which is the first hypothesis. In addition, there is a positive relationship between the perceived severity of the virus and the consumer’s attitude towards the COVID-19’s vaccine which is the second hypothesis. On the other hand, there was no relationship between the word of mouth and the consumer’s attitude towards the COVID-19’s vaccine which is the third hypothesis. Finally, this research provides practical managerial implications and recommendations that the Egyptian Ministry of Health can use to make more people take the vaccine.
“Investigating the factors influencing online apparel shopping behaviors during the Covid-19 pandemic in Egypt: Applied on H&M”
(October University for Modern Sciences and Arts, 2021) Mohamed Mahmoud Fouad, Bassel; Adel; Emadeldin, Yasmin
The aim of this research is to study the relationship between 4 main factors that are perceived risks, website/platform characteristics, brand-related factors and individual factors on the consumers’ behavior towards online apparel shopping during COVID-19 in Egypt. An exploratory research was done using qualitative data collection tools which are in-depth interviews with 23 customers and a face-to-face interview with an industry expert. This was followed by a conclusive, descriptive design in which the researchers used online questionnaires with 342 respondents. The data was later analyzed using the SPSS V. 21 package. The main findings show that the 4 hypotheses were all accepted and reliable except for individual factors which was accepted but not reliable. The results showed that perceived risks do have an effect on consumers' shift to online apparel shopping are reliable but that there is no relation between them. Moreover, that website/platform characteristics have an effect on consumers' shift to online apparel shopping and that it is a strong positive relationship between them. The results also showed that brand-related factors also affect consumers' shift to online apparel shopping and that there’s a moderate positive relationship between them. Finally, that individual factors can affect consumers' shift to online apparel shopping and that there’s a moderate positive relationship between them. Based on the findings, the researchers recommend that H&M should work on their website/platform characteristics by making it more convenient and easier to use, brand trust and loyalty by emphasizing that H&M cares for their customers and provide privileges for returning customers, perceived risks by assuring all health and safety measures are followed, and finally individual factors by providing more motivation through advertisement to encourage customers to use their online platforms. The research contributes to the existing literature by filling the research gap due to the lack of studies on consumers’ behavior towards online apparel shopping during the COVID-19 pandemic in emerging markets in general and the Egyptian context in specific.

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