Islamic symbols in video commercials: an empirical analysis of perceived Islamic value and consumer attitudes

What is it about?

This study explores how Islamic symbols in advertisements influence people’s perceptions and choices. It focuses on two key aspects: how noticeable (salient) the symbols are and how often they appear (frequency). The findings reveal that advertisements with highly visible Islamic symbols create stronger connections with viewers, leading to more positive feelings toward the ads, the brands, and their value. When these symbols appear more frequently, the impact generally increases, but overuse can sometimes reduce their effectiveness. The study highlights that carefully designed ads using meaningful Islamic symbols can enhance their cultural relevance and appeal to consumers.

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