The Impact of Sustaining The Agility of Attitude Transformation on Credibility Matrix: The Mediation Effect of Social Media Advertisements "Insights From The Touristic Hospitality Context In Egypt"

Document Type

Article

Publication Date

Winter 12-2026

Abstract

This paper examines the effects of sustaining the agility of attitude transformation on credibility matrix with respect to the mediation effect of social media advertisements. Under the Umbrella of New Public management, the Agility of attitude transformation entails the vision of a new policy approach as it is facing a volatile environment of risks and challenges. The group of factors in this study includes the agility of attitude transformation as an independent variable measured by (process- attitudes, process-competence, and process-resource), while the credibility matrix is determined by (customers’ trust and customer experience) as dependent factors. It’s important to note that there is no sufficient data regarding the effect of sustaining the agility of attitude transformation on credibility matrix inside the tourism/hospitality context in Egypt. Therefore, the utility of this research can contribute to a deeper understanding of the paper variables. The current research is based on quantitative data derived from an online survey which will be distributed among hotel visitors in Egypt. On the academic side, the research allows underlining significant issues and formulating vital findings in relevance to cover the gaps in data scarcity about the agility policy of attitude transformation. Moreover, on the practical side it relates to highlight customer experience and trust which are two main components of the credibility matrix within the mediation effect of advertising campaigns helping to develop a credible branded sector as tourism in the eyes of its users.

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