Effect of Religiosity on Muslims’ Perceptions of Islamic Advertisement

Document Type : Research Paper

Author

Associate Professor, Faculty of Communication, IRIB University

Abstract

Islam has sets of laws, rules, values and norms that ritualistically and symbolically influence both attitude and behavior of Muslim consumers. Therefore Muslims degree of religiosity should moderate their perceptions of advertisements which carry Islamic symbol. To test this moderating effect of religiosity, this experimental study examined the Malaysian Muslims women attitude toward advertisement portraying spokesperson with Islamic symbol of hijab. A total of 120 UPM female undergraduate students participated in four groups of experiment. Participants in each group were exposed to four different advertisements. Three of these advertisements portray a spokesperson without hijab and one advertisement portrays a spokesperson with hijab. Findings revealed that Islamic symbol of hijab significantly influences advertising evaluative efficacy and degree of religiosity positively moderates participants’ attitude toward advertisement, attitude toward brand, and purchase intention. Furthermore, the results revealed that this effect is not contingent upon or interlinked with the type of advertised product.  

Keywords

References

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