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

Maizaitulaidawati Md Husin (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Noraini Ismail (Department of Finance and Economics, University of Tenaga Nasional, Muadzam, Malaysia)
Asmak Ab Rahman (Department of Shariah and Economics, University of Malaya, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 7 March 2016




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.


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.


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.


This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model.



An earlier version of this paper was presented at 2nd International Conference on Islamic Marketing and Branding (ICIMB-2012) in Brunel University. The authors would like to thank the anonymous reviewers who have given their extensive and thorough comments which had enormously helped us improved the quality of our paper. The authors would also like to express their deepest appreciation to Professor Dr TC Melewar from Middlesex University, London, UK, and Dr Sharifah Faridah Syed Alwi from Brunel University London, UK, who served as the Commissioned Special Editors of the ICIMB, 2012 conference proceedings and review process. The perspectives and the positioning of our paper have certainly benefited from their valuable feedback and comments.


Md Husin, M., Ismail, N. and Ab Rahman, A. (2016), "The roles of mass media, word of mouth and subjective norm in family takaful purchase intention", Journal of Islamic Marketing, Vol. 7 No. 1, pp. 59-73.



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