The role of leader vs organisational credibility in Islamic social enterprise marketing communication
ISSN: 1759-0833
Article publication date: 8 May 2019
Issue publication date: 21 October 2019
Abstract
Purpose
The purpose of this study is to examine the role of leader and organisational credibility in influencing customers’ intention to support Islamic social enterprises.
Design/methodology/approach
The credibility of the leader and that of the social enterprise are exposed through advertising. Ads portraying the six largest Islamic social enterprises in Indonesia and their social entrepreneur leaders were shown to 221 existing customers via online and offline surveys.
Findings
The findings indicate that organisational credibility and organisational branding have much greater influence than leaders’ personal credibility on customers’ intention to support Islamic social enterprises.
Research limitations/implications
The study has highlighted the greater role of organisational credibility and branding over advertising in attracting support for Islamic social entrepreneurship.
Practical implications
Islamic social enterprises need to develop a trusted brand and establish a more effective way to communicate with their stakeholders besides advertising, as the impact of ads on customer support intention is not significant.
Originality/value
The study contributes to the field of marketing and social entrepreneurship by providing empirical results on the Islamic social entrepreneurship phenomenon.
Keywords
Acknowledgements
Declaration of conflicting interests: The author(s) declare no potential conflicts of interest with respect to the research, authorship and/or publication of this article.
Funding: The author(s) have received no financial support for the research, authorship and/or publication of this article.
Citation
Hati, S.R.H. and Idris, A. (2019), "The role of leader vs organisational credibility in Islamic social enterprise marketing communication", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1128-1150. https://doi.org/10.1108/JIMA-02-2017-0018
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited