Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

Abstract

Purpose This study aims to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy and contents) on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan along with the moderating role of brand image. Precisely, it focuses on the marketing techniques and strategies in social advertising to enhance buying behavior. Design/methodology/approach Using the convenience sampling technique, data was collected from 304 Muslim consumers during the Holy Month of Ramadan. Questionnaires were self-administered, and data was analyzed via Smart partial least square structural equation modeling. Findings Social advertising (informative, entertainment, credibility, privacy, ease of use, contents) and brand image have a positive relationship with the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan, while the brand image has nonmoderating effects. Furthermore, social advertising has a positive and significant relationship with the brand image. Research limitations/implications This study is only limited to fashion clothing brands in the Malaysian Muslim community and is based only on the few dimensions of the theory of reasoned action and technology acceptance model (TAM). Practical implications Results clarified the impact of social advertising and brand image on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan and the moderating role of brand image in achieving the business objectives. Originality/value This study has evaluated the effects of social advertising and brand image in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan toward the fashion clothing brands along with the moderating role of brand image based on the theory of reasoned action and TAM model. Precisely, this study examined the unique characteristics of social advertising and the relative importance of informative, entertainment, credibility, ease of use, privacy and content in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan, where consumers are emotionally involved in buying fashion clothing brands due to Eid al Fitr celebration.

Interplay in management practices, innovation, business environment, degree of competition and environmental policies: a comparative study

“…PLS-SEM validates the relationship in systematic way, deals with a complex model in a single click, and preferable in formative models (Rehman et al. , 2017; Rehman and Al-Ghazali, 2022; Rehman and Zeb, 2022). Therefore, PLS-SEM was the best option to shape the relationship among defined variables in the proposed research framework.…”

“…The PLS-SEM approach is used to test the conjectures, no normally distributed data, preferred when a study focuses on the development of theory, and in exploratory study (Bhatia and Kumar, 2022). PLS-SEM validates the relationship in systematic way, deals with a complex model in a single click, and preferable in formative models (Rehman et al, 2017;Rehman and Al-Ghazali, 2022;Rehman and Zeb, 2022). Therefore, PLS-SEM was the best option to shape the relationship among defined variables in the proposed research framework.…”

Mapping the two-way relationship between management practices and firm innovation: the mediating role of business environment, degree of competition, and energy policies

“…This study has applied the technique of PLS-SEM to analyze the derived data and validating the proposed research model. The study applied the techniques of factors loading, composite reliability and average variance extracted (AVE) to analyze the results of measurement model (Rehman and Zeb, 2022). In the assessment of measurement model, the results revealed that the values of factors loading (>0.7), composite reliability (>0.7) and AVE (>0.5) are greater than the recommended threshold values.…”

Peran Functional Brand Image Sebagai Mediasi Terhadap Behavioural Intention Konsumen Mobil Mitsubishi Di Jakarta

“…Selain itu, pemasaran produk juga harus dilakukan untuk mempertahankan pangsa pasar dengan mengikuti tren pemasaran yang ada. Konten promosi penjualan media sosial (social media sales promotion content) dan konten iklan media sosial (social media advertising content) menjadi teknik promosi yang dapat mendorong konsumen untuk mencoba berlangganan dengan membagikan informasi produk melalui media sosial (Raji et al, 2019;Weng et al, 2013;Rehman et al, 2022).…”

“…Konten iklan mengenai atribut produk yang mempengaruhi kesadaran dan persepsi konsumen terhadap fungsional merek melalui informasi yang disebarkan pada media sosial (Raji et al, 2019). Social advertising yang berisikan informasi dapat mempengaruhi brand image secara positif terhadap perilaku pembelian konsumen muslim terhadap merek pakaian fashion (Rehman & Zeb, 2022).…”