To read this content please select one of the options below:

Exploring the drivers of social media marketing in Malaysian Islamic banks: An analysis via smart PLS approach

Hassanudin Mohd Thas Thaker (Sunway University, Bandar Sunway, Malaysia)
Ahmad Khaliq (International Islamic University Malaysia, Selangor, Malaysia)
Abdollah Ah Mand (Sunway University, Bandar Sunway, Malaysia)
Hafezali Iqbal Hussain (Taylor’s University Business School, Taylor’s University, Subang Jaya, Malaysia and University of Economics and Human Sciences, Warsaw, Poland)
Mohamed Asmy Bin Mohd Thas Thaker (International Islamic University Malaysia, Selangor, Malaysia)
Anwar Bin Allah Pitchay (School of Management, Universiti Sains Malaysia, Minden Penang, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 6 February 2020

Issue publication date: 9 January 2021

2088

Abstract

Purpose

This paper aims to attempt to investigate and test the factors related to social media advertisement that could forecast the intention to subscribe to Islamic banking products in Malaysia.

Design/methodology/approach

The research framework used in this study is guided by the Unified Theory of Acceptance and Use of Technology (UTAUT). The questionnaire method was used to collect data from 360 social media users and partial least square (PLS) analysis was carried out for the model’s validation.

Findings

The analytical results showed that perceived relevance, informativeness and perceived expectancy were found to have a statistical relationship with the purchase intention of Islamic banking products via a social media platform.

Practical implications

The study offers a practical implication in which the findings prove as helpful means for Islamic financial institutions to discover paramount techniques to retain existing customers and at the same time encourage potential new customers to subscribe to their products.

Originality/value

Deficiency of research focusing on social media marketing, especially the incorporation of the UTAUT model was observed in the literature. Thus, this paper offers additional literature on social media marketing and elucidates their role in Islamic banking industry, particularly from the Malaysian context. This research is considered to be among the primary attempts to examine the drivers of social media marketing and customers’ intention to subscribe to Islamic banking products in Malaysia.

Keywords

Citation

Mohd Thas Thaker, H., Khaliq, A., Ah Mand, A., Iqbal Hussain, H., Mohd Thas Thaker, M.A.B. and Allah Pitchay, A.B. (2021), "Exploring the drivers of social media marketing in Malaysian Islamic banks: An analysis via smart PLS approach", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 145-165. https://doi.org/10.1108/JIMA-05-2019-0095

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles