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1 – 2 of 2Fachrurazi Fachrurazi, Sahat Aditua Fandhitya Silalahi, Hariyadi Hariyadi and Achmad Muchaddam Fahham
This present study aims to investigate the effect of electronic word of mouth (e-WoM) behavior in Muslim social media on building a halal brand image (HBI) and its influence on…
Abstract
Purpose
This present study aims to investigate the effect of electronic word of mouth (e-WoM) behavior in Muslim social media on building a halal brand image (HBI) and its influence on purchase intention (PI). Also, Muslims’ altruism (ALT) and moral obligation (MO) were hypothesized as motivators to engage in e-WoM behavior.
Design/methodology/approach
A survey involving 320 members of a Muslim halal forum was conducted. Further, structural equation modeling was used to assess the proposed hypotheses.
Findings
It is found that ALT and MO positively influence e-WoM behavior. Furthermore, E-WoM also significantly affects HBI and PI. Meanwhile, HBI has a positive effect on PI.
Practical implications
Indonesian halal marketers face difficulties developing a halal image as a critical differentiator, mainly due to the upsurging number of halal certifications and the consumer’s perception that all products available in the market are halal. This present study offers an alternative strategy for Indonesian marketers to strengthen the HBI through Muslim social media amidst the cluttering halal brands in the market.
Social implications
The development of HBI combined with social media interactions will accelerate the halal brand awareness and usage among society, especially in Indonesia, a Major Muslim country.
Originality/value
This present study provides empirical evidence that social media e-WoM, despite its lack of physical interaction and opportunity to scrutinize the halal features, effectively creates HBI and influences PI among Muslims.
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Sahat Aditua Fandhitya Silalahi
This present study aims to investigate the mediating effect of halal label perceived importance (HPI) on buying intention (BI) of small and medium enterprises (SME) food products…
Abstract
Purpose
This present study aims to investigate the mediating effect of halal label perceived importance (HPI) on buying intention (BI) of small and medium enterprises (SME) food products in a Muslim-majority environment by involving attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC) as the antecedents.
Design/methodology/approach
A self-administered survey was conducted with 437 Muslim respondents who shop at an SME shopping center. Subsequently, the structural equation modeling technique was used to test the hypotheses.
Findings
The findings showed that ATT and PBC significantly influence the BI of halal-labeled food products. On the other hand, HPI partially mediates the relationship between ATT, PBC and BI.
Practical implications
The results provided insights that SME actors will be benefited from selling halal-labeled products as the label amplifies Muslim consumers’ BI. Moreover, the government must intensify the halal campaign to strengthen public awareness and social pressure on purchasing halal-labeled brands.
Social implications
As SMEs are the major contributor to the national economy, this sector’s business growth will benefit the Indonesian people. Moreover, as the most Muslim-populated country, halal product development will contribute significantly to the whole national economy.
Originality/value
This study provides empirical evidence on the halal labeling mediation role in the relationship between consumer motivation and halal buying intention in a major Muslim setting.
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