Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity

Abstract

Purpose

The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media.

Design/methodology/approach

The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity.

Findings

The authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer.

Research limitations/implications

The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement.

Practical implications

This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer.

Originality/value

This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.

Citation

Shah, S.A.A., Sukmana, R., Fianto, B.A., Ahmad, M.A., Usman, I.U. and Mallah, W.A. (2020), "Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1671-1689. https://doi.org/10.1108/JIMA-06-2019-0119