What drives Muslim Malaysian consumers’ general attitude towards religious advertising?

Waqas, Muhammad

doi:10.1108/jiabr-01-2020-0030

Cited by 4 publications

(6 citation statements)

References 52 publications

(64 reference statements)

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“…In this sense, the religious framing might capture the viewers' attention and get them involved in the messages. As mentioned earlier, during troublesome periods when spiritual feelings are intensified, just like the Covid-19 pandemic (Bentzen, 2020;Boguszewski et al, 2020), individuals are more inclined to respond to the messages under the influence of religious teachings (Waqas, 2021). For example, the religious framing can positively affect attitudes and behaviors towards vaccination in today's pandemic conditions, reflecting a future-oriented measure to overcome a health problem.…”

Section: Religious Framing Extended-elm and Counterarguingmentioning

confidence: 96%

“…Because religious individuals find notable of violating others' rightful due as a divine prohibition, use of alike sacred context in the message might lead them to appraise the information more significantly, thus to involve in the vaccination program. As an important determinant in which individuals refuge in difficult times (Bentzen, 2020;Boguszewski et al, 2020;Waqas, 2021), religious-framed communication could offer great opportunities for individuals to engage in vaccination and other health behaviors.…”

Section: Journal Of Media and Religion Studiesmentioning

confidence: 99%

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The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

Çam

2021

Medya Ve Din Araştırmaları Dergisi

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As the fluctuating effects of the pandemic continue, vaccination studies accelerated to ensure mass immunity. However, considering the speed of inoculation, it should be emphasized that it is evident of hesitancy threatening the achievement of herd immunity. The COVID-19 pandemic has deeply stirred up suspicions about many new habits in daily lives; therefore the vaccination has no exception. This paper is dedicated to examining communication framings designed to promote vaccination programs, as it might be a communicative remedy of counter-responses against the vaccination. Yet, a great deal is unexplored how the pandemic causes people to generate counterarguments against the vaccination program. Therefore, this study aimed to analyze which features of the communications lead to such a negative belief and investigate the effects of religious framing on vaccination attitudes, based on the fact that people take a religious perspective in crisis times. Findings by 2×2x2 between-subjects design of ANCOVA revealed that selecting a framing path influences the general thought about vaccination, and religious-framed messages have the ability to transform counterarguing tendency. But these capabilities have some limitations and religious framing generally benefits through interaction with loss-framed messages. The theoretical contributions were mentioned following the results.

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Section: Religious Framing Extended-elm and Counterarguingmentioning

confidence: 96%

Section: Journal Of Media and Religion Studiesmentioning

confidence: 99%

The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

Çam

2021

Medya Ve Din Araştırmaları Dergisi

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“…Convergent validity is ensured when the measuring items of a construct show a level of relatedness, forcing them to make a construct (Waqas, 2021). For that, Hair et al (2016) suggested the threshold value of greater than 0.7 for factor loadings and composite reliability, whereas, for average variance extracted (AVE), the threshold value is greater than 0.5.…”

Section: Convergent Validitymentioning

confidence: 99%

“…The results reported to meet all of the aforementioned criteria and summarised in Table 3. Discriminant validity is ensured when the measuring items of a construct show a level of distinguishability with the measuring items of another construct and force them to make a respective construct (Waqas, 2021). In this study, it has been assessed by two measures.…”

Section: Convergent Validitymentioning

confidence: 99%

Enhancing Consumption of Sustainable Transportation: Determinants and Outcome of Consumer Engagement with Bike-Sharing Service

Waqas

Najmi

2022

Preprint

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Bike-sharing service has become a popular sustainable means of transportation due to its direct impact on traffic congestion, energy consumption, the environment, and people’s quality of life. Existing literature suggests that sustainable consumption can be promoted by engaging consumers with green products. This study examined drivers and the outcome of consumer engagement with bike-sharing services based on the technology acceptance model (TAM). A survey was conducted to collect the data from the users of the bike-sharing service in Kuala Lumpur. Structural equation modelling was used to analyse the data and find the relationship between variables. The empirical analyses showed that perceived ease of use and perceived usefulness of the bike-sharing service positively impact all facets of consumer engagement with bike-sharing service, which subsequently influences the continuance usage intention of bike-sharing service. The findings of this study offer useful insights that could enhance the consumption of bike-sharing service. This study also offers some guidelines to transportation practitioners, policymakers, and urban planners regarding promoting healthy and sustainable travel behaviour among urban commuters through bike-sharing service.

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“…Managers responsible for promoting mutual funds believed that relevant advertising containing Islamic symbols as nudges could develop a favourable attitude towards the company's products, and customers consider such products of more value compared to competing products. Religious appeals in advertising link the products with the spiritual world by containing icons, including a crescent moon, green colour, mosque dome, arches and minaret (tower), with cultural music to give the meaning of Halalness to the product (Waqas, 2020). Customers trust religious advertising, which influences the purchasing behaviour of the consumer.…”

Section: Mutual Fund Purchase Intentionmentioning

confidence: 99%

The role of religious advertising and personal selling in enhancing mutual fund purchase intention and sales in Pakistan: a managerial perspective

Waqas

Mian

Nazir

2021

JIMA

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Purpose This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in enhancing purchase intention and sales of mutual funds in Pakistan. Design/methodology/approach Data collected by 20 semi-structured individual qualitative interviews in Pakistan were subjected to thematic analysis. Findings This study reveals the way managers apply different nudges in the form of Islamic beliefs and values in advertising and personal selling to enhance purchase intention and sales of mutual fund products among Muslim customers. Nudges that can be used in marketing communication may include religious cues, religious beliefs, religious values, spiritual elements, halal aspects of investment plans, religious icons and symbols, cultural music and images, appropriateness and correctness of sales messages and communicating halal aspects of mutual funds. Research limitations/implications The conclusions are based on findings from a relatively small number of respondents from one investment firm, but they offer an empirical basis for future research on the effect of advertising and personal selling on the sales and purchase intention of mutual fund products in an Islamic society. Practical implications This study offers practitioners a better understanding of the marketing communication tools likely to influence consumers’ purchase intention of mutual fund products, with positive implications in creating advertising and sales management in Pakistan. Originality/value Despite the prevalence of promoting mutual fund products, little research-based analysis has been available to academics or practitioners.

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What drives Muslim Malaysian consumers’ general attitude towards religious advertising?

Cited by 4 publications

References 52 publications

The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

Enhancing Consumption of Sustainable Transportation: Determinants and Outcome of Consumer Engagement with Bike-Sharing Service

The role of religious advertising and personal selling in enhancing mutual fund purchase intention and sales in Pakistan: a managerial perspective

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