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The effect of fake news in marketing halal food: a moderating role of religiosity

Zazli Lily Wisker (Department of Marketing, International Pacific Hotel Management School, New Plymouth, New Zealand)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 12 October 2020

Issue publication date: 13 May 2021




This study aims to explore how consumers process and respond to fake news on halal food in a Muslim-majority country. The study hypothesises that fake news that violates one’s moral code could induce anger resulting in brand hate. Religiosity plays a role as a moderating variable for the relationship.


Data were collected in two studies using quasi-experiment repeated measures factorial design, 2 × 2 between subjects. In Study 1, 219 participated, whereas in Study 2, a total of 173 was recruited for the experiment. The study uses one-way repeated measures design ANOVA and MEMORE to test the effects of moderation for repeated measures.


The findings indicate that fake news that violates one’s moral code, belief and values could induce anger and brand hate. Religiosity moderates the relationship between anger and brand hate

Research limitations/implications

The study’s limitations include the limited dimension measured for religiosity and brand hate.


The study of brand hate as opposed to brand love is relatively scarce. This study has observed how fake news that violates one’s moral code is detrimental to the brand, which in turn induces hate. Marketing managers have to be cautious in marketing their products in more religious countries. Besides, they have to be proactive in combating fake news that might tarnish their brand.



Wisker, Z.L. (2021), "The effect of fake news in marketing halal food: a moderating role of religiosity", Journal of Islamic Marketing, Vol. 12 No. 3, pp. 558-575.



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