Muslim consumer perception toward advertising practices: an exploratory study

Kamassi, Ahmed

doi:10.1108/jima-01-2019-0012

Cited by 7 publications

(7 citation statements)

References 15 publications

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“…Once Muslim millennial parents saw a useful, valuable and essential advert, they remember the brands. Based on the result of the qualitative phase and studies on Muslim customers' responses toward the ads, advertisements targeting Muslims should consider social factors such as family, tradition and culture (Kamassi, 2019). In line with findings in this study, increasing value in social media ads enhances brand awareness for Muslim millennial parents.…”

Section: Effect Of the Perceived Value Of Advertising On Brand Awarenesssupporting

confidence: 68%

“…Studies show that advertising practices in Muslim consumers' perspectives are quite different (Wilson and Liu, 2011;Kamalul Ariffin et al, 2016;Shyan Fam et al, 2004). According to Kamassi (2019), some elements need to be carefully considered in advertising to Muslim consumers, including women's portrayal in the advertisement and avoiding sex Literature review and hypotheses development Millennials and social media advertising Watson et al (2013) argued that millennials could be perceived as the "Google generation," obtaining instant information from the internet. However, Muslim millennials are believed to be more religious (Sari, 2014).…”

Section: Introductionmentioning

confidence: 99%

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An evaluation of social media advertising for Muslim millennial parents

Sari

Suziana

Games

2020

JIMA

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Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

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Section: Effect Of the Perceived Value Of Advertising On Brand Awarenesssupporting

confidence: 68%

Section: Introductionmentioning

confidence: 99%

An evaluation of social media advertising for Muslim millennial parents

Sari

Suziana

Games

2020

JIMA

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“…Halal certification by JAKIM holds significant value in attracting Muslim customers. A study in the field of advertisement reveals that halal logos will put their customers’ minds at ease (Kamassi, 2019). In addition, the existence of halal certification strongly affects consumers’ attitudes towards halal products (Ahmadova and Aliyev, 2020).…”

Section: Theoretical and Practical Contributionsmentioning

confidence: 99%

Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia

Halimi

Gabarre

Rahi

et al. 2021

JIMA

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Purpose The purpose of this paper is to extend the theory of planned behaviour (TPB) to identify the factors influencing Muslim customers’ intention to revisit non-halal certified restaurants. Design/methodology/approach A purposive sampling method was applied. Self-administered survey questionnaires were distributed around shopping malls in Kuala Lumpur, Putrajaya, the Northern region and the East Coast of Malaysia. From 601 questionnaires collected, only 578 questionnaires were satisfactory. SMART-PLS 3.3.2. was used to analyse the data for this study using a structural equation modelling approach. Findings The findings confirmed that price fairness and food quality positively influenced attitude perceived behavioural control and food quality affecting the customers’ intention to revisit non-halal certified restaurants. Subjective norm was found to be an insignificant factor towards revisit intention. In addition, the attitude was found to mediate the relationship between price fairness and revisit intention and between food quality and revisit intention. Trust was highlighted as moderating the relationship between attitude and revisit intention. Practical implications The findings of this study will primarily benefit food premises, whether halal-certified or otherwise. Originality/value The study extends the TPB with food quality and price fairness to identify the factors of revisit intention for the non-halal certified restaurant among Muslim consumers in Malaysia. The study shows the mediating effects of attitude for the relationship between food quality and price fairness towards revisit intention. On top of that, the study also included the moderating effect of trust on the TPB. The findings also enrich the literature on the non-halal certified context.

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“…A single case study was executed in the selection of the National Board of Zakat Republic of Indonesia (BAZNAS RI). Meanwhile, a netnographic approach was employed to sample data from BAZNAS RI’s posts in its social media combined with the technique of documentation as explained in Hudaefi (2020), Hudaefi and Noordin (2019) and Kamassi (2019). The method of inductive reasoning and syllogisms, as explained by Baehaqi et al (2020), El-Bassiouny et al (2018); Wilson and Liu (2010) were used in coding the data.…”

Section: Methodsmentioning

confidence: 99%

Digital zakāh campaign in time of Covid-19 pandemic in Indonesia: a netnographic study

Hudaefi

Beik²

2021

JIMA

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Purpose Despite the COVID-19 recession, the collection of zakat (almsgiving) managed by the National Board of Zakat Republic of Indonesia (BAZNAS RI) has increased, especially during Ramaḍān 1441 Hijra. Previous works show a positive relationship between digital zakat campaign and zakat collection. This paper aims to study the means of digital zakat campaign during COVID-19 outbreak. This topic is theoretically and practically important in the emerging debate of Islamic marketing, notably in Islamic social finance field. Design/methodology/approach This paper uses a qualitative research approach. A case study is engaged in the selection of BAZNAS RI for a detailed discussion of a zakat organisation. Meanwhile, a netnographic approach is used to analyse the number of 549 posts from BAZNAS RI’s social media, which are Facebook, Instagram, Twitter and YouTube. Furthermore, a qualitative software analysis of NVivo 12 Plus is used in performing the analytical procedures. Findings This work explains the means of digital zakat campaign during COVID-19 outbreak with a case of BAZNAS RI. It is identified the number of 6 parent nodes and 64 child nodes from the analysis using NVivo 12 Plus. The authors’ parent nodes are “donation”, “infaq” (Islamic spending for charities), “Ramaḍān matters”, “ṣadaqah” (voluntary charity), “virtual events” and “zakat”. These nodes detail digital campaign of BAZNAS RI posted in its social media during COVID-19 period in Ramaḍān. A theoretical implication of inclusive marketing is derived from the analysis. It explains that the inclusiveness of digital contents is practically significant in campaigning zakat as a religious obligation that contributes to social and financial benefits. Research limitations/implications This paper does not claim a positivist perspective on the relationship between digital zakat campaign and zakat collection. Instead, this paper explores in-depth the practice of digital zakat campaign, which the previous study confirms its association with a muzakki’s (Muslims who are obliged to pay zakat) decision to pay zakat. Practical implications This paper establishes the Islamic marketing theory that is derived from industrial practices. The inclusiveness of digital contents in zakat campaign is critical in activating zakat as a religious obligation that authentically shapes the social and economic processes of a Muslim community. This theory is practically important for 'amils (employees) of zakat institution who work in the marketing division, chiefly to create such contents to post in social media. Social implications The authors’ node of zakat distribution for COVID-19 relief indicates the importance of a formalised zakat institution to actualise zakat’s role in handling socioeconomic problems. Thus, paying zakat formally in an authorised organisation may contribute to a greater social contribution and maṣlaḥah (public interest) than paying it informally without any effective measurement. Originality/value This study contributes to the novelty in the Islamic marketing debate within two folds. First, this paper is among the pioneers in studying digital zakat campaign during COVID-19 outbreak by using a netnographic approach. Therefore, a theoretical implication derived from industrial practices is contributed. Second, this paper details the steps in using NVivo 12 Plus to analyse the unstructured data sampled from the internet. The future studies may thus refer to this work to understand the application of netnography and the procedures in analysing data from social media using this software.

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Muslim consumer perception toward advertising practices: an exploratory study

Cited by 7 publications

References 15 publications

An evaluation of social media advertising for Muslim millennial parents

An evaluation of social media advertising for Muslim millennial parents

Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia

Digital zakāh campaign in time of Covid-19 pandemic in Indonesia: a netnographic study

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