“…The statistical results of the study confirmed the significant positive direct effect of the PU, PEOU and AS on the adoption of Islamic banking. These results of the study were found similar to the studies on the adoption of the Mobile, Online and Credit cards of the Islamic banking (Durkin et al, 2008;Amin, Abdul-Rahman and Abdul-Razak, 2013;Leonhardt and Chu, 2017;Aziz and Afaq, 2018;Warsame and Ireri, 2018;Kansal and Chaganti, 2018;Shareef et al, 2018;Charag, Fazili and Bashir, 2019;Hussain et al, 2019;Jünger and Mietzner, 2019;Nagdev, Rajesh and Misra, 2019;Talwar et al, 2020). The study found significant increase in the adoption behavior of the users in the Bottom of the Pyramid market when the advertising spend was interacted in the model as moderator.…”