The roles of mass media, word of mouth and subjective norm in family takaful purchase intention

• Main Authors: Md Husin M., Ismail N., Ab Rahman A.
• Other Authors: 55842769700
• Format: Article
• Published: Emerald Group Publishing Ltd. 2023

Purpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings � The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications � By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers� SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value � This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model. � 2016, � Emerald Group Publishing Limited.