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Muslim consumer perception toward advertising practices: an exploratory study

Muslim consumer perception toward advertising practices: an exploratory study The purpose of this study is to gain knowledge about Muslim consumer’s perceptions toward advertising practices.Design/methodology/approachThe approach taken was qualitative methodology, using phenomenological method. The qualitative data through semi-structured interviews have been collected from 20 Muslim consumers, 9 participants were women and 11 were men. The interviews lasted between 45 and 60 min. Furthermore, documentation technique was used to cast further insight into the advertising practices and to corroborate other forms of evidence.FindingsFrom Muslim consumer perceptions, this qualitative research has generated factors that may be considered in advertising practices. These factors consist of social values (family, tradition and culture), Islamic ethics and rules and regulations. In addition, several practices regarding advertising production were extracted to guide marketers when targeting Muslim consumers.Research limitations/implicationsThe generalizability of the findings was limited because of convenience sampling and the small sample size.Originality/valueThis study contributes to the knowledge in the field by exploring factors and practices that should be considered in advertising practices when targeting Muslim consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Muslim consumer perception toward advertising practices: an exploratory study

Journal of Islamic Marketing , Volume 12 (1): 14 – Jan 9, 2021

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-01-2019-0012
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to gain knowledge about Muslim consumer’s perceptions toward advertising practices.Design/methodology/approachThe approach taken was qualitative methodology, using phenomenological method. The qualitative data through semi-structured interviews have been collected from 20 Muslim consumers, 9 participants were women and 11 were men. The interviews lasted between 45 and 60 min. Furthermore, documentation technique was used to cast further insight into the advertising practices and to corroborate other forms of evidence.FindingsFrom Muslim consumer perceptions, this qualitative research has generated factors that may be considered in advertising practices. These factors consist of social values (family, tradition and culture), Islamic ethics and rules and regulations. In addition, several practices regarding advertising production were extracted to guide marketers when targeting Muslim consumers.Research limitations/implicationsThe generalizability of the findings was limited because of convenience sampling and the small sample size.Originality/valueThis study contributes to the knowledge in the field by exploring factors and practices that should be considered in advertising practices when targeting Muslim consumers.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jan 9, 2021

Keywords: Social values; Muslim consumer; Advertising practices; Islamic ethics; Rules and regulation

References