Purpose – The purpose of this paper is to investigate the connection between purchase intention and video marketing. Video marketing is measured through three dimensions, which are; credibility, usefulness, and timing. Design/methodology/approach – An online survey was conducted using a questionnaire to gather data from 385 individuals from the targeted population that was represented in the active users of Facebook application in the Egyptian context. Findings – The Pearson correlation proved that the three dimensions of video marketing have a significant relationship with purchase intention. Moreover, SEM analysis proved that the three dimensions of video marketing have a positive significant influence on purchase intention. Research limitations/implications – The study seeks to examine the impact of video marketing and its dimensions (credibility, usefulness, and timing) on consumer purchase intention. Additionally, the paper limited its empirical study to Facebook users in the Egyptian context. Practical implications – The study recommends putting great attention to video marketing on social media as a significant factor that affects the purchase intention. In addition, it is suggested to put more focus on the dimensions of video marketing and always work on developing them as a way of guaranteeing the quality of video marketing.

video marketing, credibility, usefulness, timing, purchase intention.