Journal of Islamic Marketing

Batool, Aysha; Shabbir, Rizwan; Abrar, Muhammad; Bilal, Ahmad Raza

2023 Journal of Islamic Marketing

doi: 10.1108/jima-08-2021-0258

This research aims to investigate the impact of fear and perceived knowledge (PK) of Covid-19 on the sustainable consumption behaviour (SCB) of Muslim consumers and to test the mediating role of (intrinsic) religiosity.Design/methodology/approachA total of 417 responses were collected during Covid-19 lockdown through an online structured survey using the snowball technique. A two-step research approach was adopted. In Study 1, an exploratory factor analysis was performed on the SCB measurement scale through SPSS. In Study 2, hypothesised associations were analysed using SmartPLS-SEM.FindingsPK of Covid-19 pandemic directly motivates SCB in Muslim consumers, whereas fear has no direct effect on any factor of SCB. Religiosity is found to be a significant driver of SCB. Indirect effects also depict that religiosity positively mediates the association between fear and SCB as well as PK and SCB.Practical implicationsThe study may guide policymakers and marketers in using the current pandemic as a tool to inspire sustainable consumption. Religious values, teachings and knowledge about the pandemics can be publicised to create awareness and induce desired behaviour to cope with adverse events and adopt sustainable consumption patterns and lifestyles among Muslim consumers.Originality/valueThe article is the pioneer of its kind to present survey research about Covid-19 fear and PK’s impact on SCB through religiosity. It adds to the Islamic marketing literature about religiosity, coping theory, PK and fear of pandemics and their role in transitioning Muslim consumers towards SCB. Moreover, the use of partial least squares structural equation modelling in the context of Covid-19 research was extended.

Susanty, Aries; Puspitasari, Nia Budi; Silviannisa, Silviannisa; Jati, Sumunar

2023 Journal of Islamic Marketing

doi: 10.1108/jima-08-2021-0266

This study aims to identify the suitable indicators and their scale for measuring the level of logistic halal implementation and then develops the measurement system based on those indicators and scales. Moreover, this research also applies the measurement system in food, beverage, and ingredient companies.Design/methodology/approachThis study collected data through web-based closed questionnaires and short telephone interviews. This study succeeded in obtaining seven valid data sets from filling out validation and analytical hierarchy process questionnaires by a panel of experts. This study also obtained 97 valid data sets from filling out the questionnaire about the current condition of each indicator related to halal logistics (HL) implementation. Then, the framework for measuring HL implementation was designed based on the multi-attribute value theory approach.FindingsThe aggregate value of HL implementation in ingredient companies belongs to the excellent implementation category. In contrast, the aggregate value of HL implementation in food and beverage companies only belongs to the good implementation category. Then, according to the size of the company, the large-sized companies have the higher means of the aggregate value of HL implementation for preferred indicators than small- and medium-sized companies. However, all size companies belong to the good implementation category.Research limitations/implicationsThis research has several limitations. The preferred indicators are only measured by the Likert scales. Future research may benefit from inducing the qualitative approaches to measure the condition of each indicator better. Secondly, this research only consisted of 97 food, beverages and ingredients companies. Thirdly, this research only measured the HL implementations to a particular sector or industry. Future research could benefit from replicating the work in similar and dissimilar contexts, adding the sample size and comparing the level of HL implementation between Muslim and non-Muslim companies, and moreover, enhance the measurement of HL implementation by including consumers and other actors involved, such as the government.Practical implicationsThis research provided a basis for helping the government and policymakers understand and evaluate non-performing indicators in HL implementation before formulating several actions.Social implicationsUnderstanding the current HL implementation conditions could facilitate a more effective response in designing some appropriate alternative actions.Originality/valueThis research contributed to measuring HL implementation with a new indicator, a new scale and a new object in an empirical case of food, beverages and ingredient companies in Indonesia.

Mohd Suki, Norbayah; Mohd Suki, Norazah; Hussin Shokri, Muhammad Faiz

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2021-0288

Muslims are obliged to make a contribution to the less fortunate through zakat, which is one of the means of wealth distribution. However, very few studies have investigated the behavioural intention of users toward social media networks that use creative animation for zakat online campaigns to promote zakat awareness in developing nations. The rich content of zakat in social media networks using creative animation could attract today’s youth to engage with zakat. This research aims to examine the factors that influence youths’ intention to use social media networks for understanding zakat online campaigns that use creative animation.Design/methodology/approachData were analysed via Analysis of Moment Structures (AMOS) version 18 to test the covariance-based structural equation modelling technique.FindingsThe results reveal that social influence has the greatest significant impact on youths’ intention to use social media networks for understanding zakat online campaigns that use creative animation. Officers in zakat institutions are supportive of the use of zakat campaigns that use creative animation on social media networks to enhance zakat understanding of the youth. Besides, individuals who are important to them would recommend accepting zakat online campaigns that use creative animation on social media networks to enhance their zakat understanding.Practical implicationsThe social media networks of the zakat institutions should be designed with more creative, interactive and animated content to improve the quality of communication about the importance and benefits of contributing zakat. The content creator should use an inspiring emotional marketing strategy in their social media postings, interactive infographics and interactive videos because informational posts and emotionally positive content travel quicker than any other sort of content on social media through social sharing.Originality/valueThis study is unique and is noticeable as very few studies have investigated youths’ behavioural intention after viewing zakat online campaigns with creative animation on social media networks in a developing nation to promote zakat awareness. This platform has great potential to increase the engagement of working youth as zakat payers.

Rejeb, Abderahman; Rejeb, Karim; Zailani, Suhaiza; Kayikci, Yasanur

2023 Journal of Islamic Marketing

doi: 10.1108/jima-07-2021-0229

Halal food (HF) has received significant attention from scholars and practitioners. However, no studies have explored the distinct role played by HF literature as part of knowledge diffusion. Given the increasing number of scholarly outputs, this study aims to examine the HF development over the past decades comprehensively, including emerging topics and knowledge transmission paths and structure.Design/methodology/approachThis study conducted a keyword co-occurrence network analysis and main path analysis (MPA). The MPA included four types of main paths to trace the historical formation of HF based on 253 articles extracted from the Web of Science database.FindingsThe findings show that: HF research revolves around several dimensions, including HF safety and trust, halal certification, HF supply chain management and attitudes towards HF purchasing, and the focus of HF research has shifted from the business perspective to the consumer perspective. In recent years, there has been a trend to explore how blockchains can benefit HF supply chains by improving traceability, transparency and consumer trust in HF.Originality/valueThis study addresses the need to examine the knowledge diffusion paths in the HF domain. This study offers a framework to investigate the knowledge dissemination and structure, helping researchers deal with hundreds of articles effectively and increasing their understanding of the past, present and future research trends in the HF domain.

Akter, Nasrin; Hasan, Shahedul

2023 Journal of Islamic Marketing

doi: 10.1108/jima-10-2021-0336

Halal tourism despite its increasing contributions toward the global tourism industry, remains a nascent field of research, in particular, investigations that explore the drivers of halal tourism purchase intention of Muslim tourists are insufficient. To contribute to this end, this study aims to examine the moderating role of perceived behavioral control (PBC) on attitude, subjective norms (SN) and behavioral intention by applying the theory of planned behavior.Design/methodology/approachThe conceptual model is tested by using structural equation modeling based on the data collected from 306 Muslim tourists of Bangladesh.FindingsThe results reveal that PBC moderates the relationship between attitude and halal tourism intention. Halal tourism intention is also influenced by attitude and PBC but not by SN.Research limitations/implicationsFindings of the study contributed to halal tourism literature by identifying the role of perceived autonomy and capacity on halal tourism intention and by offering an understanding of the underlying psychological drivers of halal tourism choice.Practical implicationsThis would help the marketer to design suitable halal tourism offerings to fulfill the unique needs of this less explored tourism market.Originality/valueTo the best of the authors’ knowledge, this is perhaps the first study in the context of the Bangladesh tourism sector that focuses on customers’ halal tourism intention. The study’s findings are crucial in Islamic marketing and halal tourism.

Kasber, Aya; El-Bassiouny, Noha; Hamed, Sara

2023 Journal of Islamic Marketing

doi: 10.1108/jima-02-2022-0058

The purpose of this study is to describe the effect of religiosity on luxury and counterfeit purchase intentions and to determine the role of consumer ethics in the context of counterfeit purchase intention. The conceptual framework is based on Theory of Planned Behavior (TPB). In the context of counterfeit consumption, religiosity is proposed to be an added component to the theory, while ethical consumption is proposed to mediate the relationship between religiosity and counterfeit purchase intention. In the context of luxury consumption, religiosity is proposed to precede TPB components which then affect luxury purchase intention.Design/methodology/approachThis is a descriptive study; this study uses a mixed-methods approach, where eight semi-structured in-depth interviews and 500 surveys were conducted and distributed to Egyptian luxury consumers.FindingsThe major results suggest that religiosity and ethical consumption negatively affect counterfeit purchase intention as proposed. The results also reveal that religiosity did not necessitate a negative attitude toward luxury consumption. Religiosity was found to have a positive effect on attitudes, subjective norms and perceived behavioral control. Only subjective norms had significant effect on luxury purchase intention in the research context.Originality/valueThis paper contributes to the TPB by adding religiosity to the theory components as well as integrating the theory of planned behavior with Consumer’s Ethics theory in the context of counterfeit consumption. The study is an attempt to compare between luxury and counterfeit purchase intention while considering the role of individual’s religiosity in these purchases.

, Masrizal; Sukmana, Raditya; Trianto, Budi; Zaimsyah, Annisa Masruri

2023 Journal of Islamic Marketing

doi: 10.1108/jima-08-2021-0246

The potential of waqf is so great in Indonesia but has not been optimized. This paper aims to offer a model for waqf institutions to adopt financial technology for developing productive and social waqf. The authors cunduct an assesment of the Technology Acceptance Model (TAM3), Unified Theory of Acceptance and Use of Technology (UTAUT2) in seeing to the crowdfunders’ behavior.Design/methodology/approachThis study adopted a structural equation using the partial least square approach to test the hypotheses. Based on purposive sampling, the spread of questionnaires through online surveys throughout Indonesia consists of all islands. A total of 297 respondents collected the questionnaires.FindingsBased on the findings, acceptance models have a positive and significant impact on the behavioral intentions of crowdfunders, while Unified Theory of Acceptance and Use of Technology have no significant effect.Research limitations/implicationsThe sample of this study involved potential crowdfunders from all over the islands in Indonesia, but these results cannot be generalized because of limitations in terms of the sampling technique used. However, the results of this study can be used as an illustration of how crowdfunders behave in donating money using financial technology.Practical implicationsThe results of this study provide a comprehensive perspective for policymakers, especially the Indonesian Waqf Board as the waqf authority that regulates waqf nazir to improve quality by adopting crowdfunding financial technology in collecting waqf funds. In addition, in terms of implications for the government, this waqf crowdfunding model will reduce spending and increase economic growth.Originality/valueTo the best of the authors’ knowledge, this paper is the first in looking at the waqf crowdfunding in Indonesia by looking at two reliable technology determinant models. Studies on cash waqf in Indonesia are many, but they do not look at the issue of crowdfunding, which has gained more attention recently. This paper aims to fill this gap, and this becomes the novelty.

Veerasingam, Nitiyatharishini; Teoh, Ai Ping

2023 Journal of Islamic Marketing

doi: 10.1108/jima-07-2021-0234

Digital currency investment has emerged as a result of global transformation toward technology-driven human lives. In Asia, Malaysia as an Islamic country is one of the early adopters with a high level of awareness on cryptocurrency. This paper aims to investigate the factors affecting the investment decision in cryptocurrency among potential investors in Malaysia.Design/methodology/approachData was collected from 200 individuals aged 18 years and over. The hypotheses were tested using the partial least squares – structural equation modeling technique.FindingsResults showed that attitude toward risk and perceived behavioral control have a significant positive effect on the investor’s investment decision in cryptocurrency. Interestingly, machine learning forecasting enhances the relationship between perceived benefits and the investment decision in cryptocurrency.Practical implicationsResults benefit investors and practitioners on the significant determinants of investment decision in cryptocurrency in emerging market.Originality/valueDespite having high volatility and complexity in price determination, and being decentralized, cryptocurrency has managed to attract many investors due to reasons less explored. The outcome of this study extends the theory of planned behavior and confirms the role of machine learning forecasting as a moderator in the context of cryptocurrency investment.

Parayil Iqbal, Ubais; Jose, Sobhith Mathew; Tahir, Muhammad

2023 Journal of Islamic Marketing

doi: 10.1108/jima-01-2022-0030

This study aims to focus on delineating the drivers of intention to adopt mobile banking (m-banking) and its actual use among Islamic banking customers by extending the UTAUT2 model with the trust factor. The study also examined the moderating roles of age, gender and experience in the model.Design/methodology/approachAn explanatory research design was used, and an online survey was conducted to collect responses from Islamic banking customers. A total of 329 completed responses were used to analyze the data. The partial least squares method was used for data analysis, and a multi-group analysis was applied for moderation-related analysis.FindingsTrust positively and significantly influences the behavioral intention to adopt m-banking among Islamic banking customers. In addition, social influence, effort expectancy, hedonic motivation and habits significantly influence behavioral intentions among Islamic banking customers.Originality/valueThis study provides an extended UTAUT2 model that has never been tested in the context of Islamic m-banking. In addition, this study is expected to be the first scholarly research on Islamic banking in the Maldives.

Hossain, Md Shamim; Rahman, Mst Farjana; Uddin, Md Kutub; Hossain, Md Kamal

2023 Journal of Islamic Marketing

doi: 10.1108/jima-04-2021-0125

There is a strong prerequisite for organizations to analyze customer review behavior to evaluate the competitive business environment. The purpose of this study is to analyze and predict customer reviews of halal restaurants using machine learning (ML) approaches.Design/methodology/approachThe authors collected customer review data from the Yelp website. The authors filtered the reviews of only halal restaurants from the original data set. Following cleaning, the filtered review texts were classified as positive, neutral or negative sentiments, and those sentiments were scored using the AFINN and VADER sentiment algorithms. Also, the current study applies four machine learning methods to classify each review toward halal restaurants into its sentiment class.FindingsThe experiment showed that most of the customer reviews toward halal restaurants were positive. The authors also discovered that all of the methods (decision tree, linear support vector machine, logistic regression and random forest classifier) can correctly classify the review text into sentiment class, but logistic regression outperforms the others in terms of accuracy.Practical implicationsThe results facilitate halal restaurateurs in identifying customer review behavior.Social implicationsSentiment and emotions, according to appraisal theory, form the basis for all interactions, facilitating cognitive functions and supporting prospective customers in making sense of experiences. Emotion theory also describes human affective states that determine motives and actions. The study looks at how potential customers might react to a halal restaurant’s consensus on social media based on reviewers’ opinions of halal restaurants because emotions can be conveyed through reviews.Originality/valueThis study applies machine learning approaches to analyze and predict customer sentiment based on the review texts toward halal restaurants.