Ahmed Moustafa Aldabousi

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.

Acknowledgment
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.

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.

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.