Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.]
Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion...
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Universiti Teknologi MARA Selangor
2022
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Online Access: | https://ir.uitm.edu.my/id/eprint/74829/1/74829.pdf https://ir.uitm.edu.my/id/eprint/74829/ https://myjms.mohe.gov.my/index.php/JEEIR |
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my.uitm.ir.748292023-03-31T01:37:10Z https://ir.uitm.edu.my/id/eprint/74829/ Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] jeeir Azizan, Nor Faiz Adha Hafit, Nor Intan Zainudin, Anizah Mohd, Rohani Kamaruddin, Badrul Hisham Religious Education Travel and state. Tourism Advertising Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From the practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam. Universiti Teknologi MARA Selangor 2022-05 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/74829/1/74829.pdf Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.]. (2022) Journal of Emerging Economies & Islamic Research, 10 (2). pp. 1-31. ISSN 2289-2559 https://myjms.mohe.gov.my/index.php/JEEIR |
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Religious Education Travel and state. Tourism Advertising Azizan, Nor Faiz Adha Hafit, Nor Intan Zainudin, Anizah Mohd, Rohani Kamaruddin, Badrul Hisham Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
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Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From the practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam. |
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Article |
author |
Azizan, Nor Faiz Adha Hafit, Nor Intan Zainudin, Anizah Mohd, Rohani Kamaruddin, Badrul Hisham |
author_facet |
Azizan, Nor Faiz Adha Hafit, Nor Intan Zainudin, Anizah Mohd, Rohani Kamaruddin, Badrul Hisham |
author_sort |
Azizan, Nor Faiz |
title |
Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
title_short |
Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
title_full |
Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
title_fullStr |
Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
title_full_unstemmed |
Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.] |
title_sort |
does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ nor faiz azizan ... [et al.] |
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Universiti Teknologi MARA Selangor |
publishDate |
2022 |
url |
https://ir.uitm.edu.my/id/eprint/74829/1/74829.pdf https://ir.uitm.edu.my/id/eprint/74829/ https://myjms.mohe.gov.my/index.php/JEEIR |
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