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Consumers’ religio-spiritual insights in Ramadhan advertisements

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Main Authors: Junaid, Ansari, Ummi Naiemah, Saraih, Adi Anuar, Azmin, Muhammad Sufyan, Ramish
Other Authors: junaid.ansari 2007@gmail.com
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2022
Subjects:
Attitude
Consumers’ religio-spiritual insights
Irritation
Ramadan advertising
TV commercials
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75789
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spelling my.unimap-757892022-08-02T04:24:08Z Consumers’ religio-spiritual insights in Ramadhan advertisements Junaid, Ansari Junaid, Ansari Ummi Naiemah, Saraih Adi Anuar, Azmin Muhammad Sufyan, Ramish junaid.ansari 2007@gmail.com Institute of Business Management, Karachi City Faculty of Applied & Human Sciences, Universiti Malaysia Perlis (UniMAP) Attitude Consumers’ religio-spiritual insights Irritation Ramadan advertising TV commercials Link to publisher's homepage at https://ijbt.unimap.edu.my Consumers get irritated and distracted while watching the Ramadan TV commercials due to the non-availability of the consumers’ religio-spiritual insights and this irritation can sometimes create a negative brand image. Marketers have ‘christmasised’ this spiritual month of Ramadan as they are considering Ramadan a seasonal shopping festival like other western festivals. Marketers reserve almost half of their annual budget for advertising during Ramadan but they are not considering the spiritual aura during this spiritual month when the spiritual contemplations of Muslims are higher than any other Islamic month. This study provides a comprehensive framework that will help marketers to incorporate consumers’ religio-spiritual insights in Ramadan TV commercials so that consumers cannot be irritated and distracted. Some of the important constructs explored in this study include spirituality, religiosity, entertainment, information, and credibility of the source. This exploratory research is conducted by following the guidelines of grounded theory. 25 in-depth semi-structured interviews have been conducted from the consumers having religious, non-religious, and sports/yoga orientations to understand the consumers’ spiritual insights and propose a comprehensive framework. 2022 2022-08-02T04:24:07Z 2022-08-02T04:24:07Z 2022-06 Article International Journal of Business and Technopreneurship, vol.12(2), 2022, pages 101-114 2231-7090 (printed) 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75789 https://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Attitude
Consumers’ religio-spiritual insights
Irritation
Ramadan advertising
TV commercials
spellingShingle Attitude
Consumers’ religio-spiritual insights
Irritation
Ramadan advertising
TV commercials
Junaid, Ansari
Junaid, Ansari
Ummi Naiemah, Saraih
Adi Anuar, Azmin
Muhammad Sufyan, Ramish
Consumers’ religio-spiritual insights in Ramadhan advertisements
description Link to publisher's homepage at https://ijbt.unimap.edu.my
author2 junaid.ansari 2007@gmail.com
author_facet junaid.ansari 2007@gmail.com
Junaid, Ansari
Junaid, Ansari
Ummi Naiemah, Saraih
Adi Anuar, Azmin
Muhammad Sufyan, Ramish
format Article
author Junaid, Ansari
Junaid, Ansari
Ummi Naiemah, Saraih
Adi Anuar, Azmin
Muhammad Sufyan, Ramish
author_sort Junaid, Ansari
title Consumers’ religio-spiritual insights in Ramadhan advertisements
title_short Consumers’ religio-spiritual insights in Ramadhan advertisements
title_full Consumers’ religio-spiritual insights in Ramadhan advertisements
title_fullStr Consumers’ religio-spiritual insights in Ramadhan advertisements
title_full_unstemmed Consumers’ religio-spiritual insights in Ramadhan advertisements
title_sort consumers’ religio-spiritual insights in ramadhan advertisements
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2022
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75789
_version_ 1743108375229497344
score 13.214268

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