Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity. Issue 6 (18th November 2019)

• Record Type: Journal Article
• Authors: Shah, Syed Alamdar Ali; Sukmana, Raditya; Fianto, Bayu Arie; Ahmad, Muhammad Ali; Usman, Indrianawati Usman; Mallah, Waqar Ahmed
• Is Part Of: Journal of Islamic marketing. Volume 11:Issue 6(2020)
• Page Start: 1671
• Page End: 1689
• Publication Date: 2019-11-18
• Subjects: Moderation -- Religiosity -- Halal social media -- Social-media disguised snow ball sampling; Marketing -- Islamic countries -- Periodicals; Marketing -- Moral and ethical aspects -- Islamic countries -- Periodicals; 381.08829705
• DOI: 10.1108/JIMA-06-2019-0119
• Languages: English
• ISSNs: 1759-0833

Abstract

Abstract : Purpose: The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media. Design/methodology/approach: The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity. Findings: The authors' findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer. Research limitations/implications: The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement. Practical implications: This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer. Originality/value: This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as "social-media disguised snow ball sampling". Further, this study is one of the few studies in the area of "halal social media".