Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

What is it about?

This study intends to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy, and contents) on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan along with the moderating role of brand image based on the theory of reasoned action and technology acceptance model. Using the convenience sampling technique, data was collected from 304 Muslim consumers during the Holy Month of Ramadan. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising (informative, entertainment, credibility, privacy, ease of use, contents) and brand image have a positive relationship with the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan while the brand image has non-moderating effects. Furthermore, social advertising has a positive and significant relationship with the brand image.

Featured Image