Staff View: Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media

Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media

This research aims to study the effects of social media marketing strategies on the repurchase intention among buyers of halal cosmetics manufactured in Malaysia. The study, based on the theory of social media marketing, identifies the nexus, and considers the mediating functions of word-of-mouth br...

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Main Authors:	Mohamad Isa Abd Jalil, Suddin Lada, Mohd Ashari Bakri, Zakiah Hassan
Format:	Article
Language:	English English
Published:	Bank Indonesia Institute 2021
Subjects:	BP188-190 Islamic religious life HF5410-5417.5 Marketing. Distribution of products
Online Access:	https://eprints.ums.edu.my/id/eprint/32136/1/Halal%20Cosmetics%20Repurchase%20Intention.pdf https://eprints.ums.edu.my/id/eprint/32136/2/Halal%20Cosmetics%20Repurchase%20Intention1.pdf https://eprints.ums.edu.my/id/eprint/32136/ https://www.jimf-bi.org/index.php/JIMF/article/view/1379 https://doi.org/10.21098/jimf.v7i4.1379
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id	my.ums.eprints.32136
record_format	eprints
spelling	my.ums.eprints.321362022-03-30T07:18:52Z https://eprints.ums.edu.my/id/eprint/32136/ Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media Mohamad Isa Abd Jalil Suddin Lada Mohd Ashari Bakri Zakiah Hassan BP188-190 Islamic religious life HF5410-5417.5 Marketing. Distribution of products This research aims to study the effects of social media marketing strategies on the repurchase intention among buyers of halal cosmetics manufactured in Malaysia. The study, based on the theory of social media marketing, identifies the nexus, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information to followers. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy. Bank Indonesia Institute 2021 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/32136/1/Halal%20Cosmetics%20Repurchase%20Intention.pdf text en https://eprints.ums.edu.my/id/eprint/32136/2/Halal%20Cosmetics%20Repurchase%20Intention1.pdf Mohamad Isa Abd Jalil and Suddin Lada and Mohd Ashari Bakri and Zakiah Hassan (2021) Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media. Journal of Islamic Monetary Economics and Finance, 7 (4). pp. 629-650. ISSN 2460-6146 (P-ISSN) , 2460-6618 (E-ISSN) https://www.jimf-bi.org/index.php/JIMF/article/view/1379 https://doi.org/10.21098/jimf.v7i4.1379
institution	Universiti Malaysia Sabah
building	UMS Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaysia Sabah
content_source	UMS Institutional Repository
url_provider	http://eprints.ums.edu.my/
language	English English
topic	BP188-190 Islamic religious life HF5410-5417.5 Marketing. Distribution of products
spellingShingle	BP188-190 Islamic religious life HF5410-5417.5 Marketing. Distribution of products Mohamad Isa Abd Jalil Suddin Lada Mohd Ashari Bakri Zakiah Hassan Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
description	This research aims to study the effects of social media marketing strategies on the repurchase intention among buyers of halal cosmetics manufactured in Malaysia. The study, based on the theory of social media marketing, identifies the nexus, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information to followers. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.
format	Article
author	Mohamad Isa Abd Jalil Suddin Lada Mohd Ashari Bakri Zakiah Hassan
author_facet	Mohamad Isa Abd Jalil Suddin Lada Mohd Ashari Bakri Zakiah Hassan
author_sort	Mohamad Isa Abd Jalil
title	Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
title_short	Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
title_full	Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
title_fullStr	Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
title_full_unstemmed	Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media
title_sort	halal cosmetics repurchase intention: the role of marketing in social media
publisher	Bank Indonesia Institute
publishDate	2021
url	https://eprints.ums.edu.my/id/eprint/32136/1/Halal%20Cosmetics%20Repurchase%20Intention.pdf https://eprints.ums.edu.my/id/eprint/32136/2/Halal%20Cosmetics%20Repurchase%20Intention1.pdf https://eprints.ums.edu.my/id/eprint/32136/ https://www.jimf-bi.org/index.php/JIMF/article/view/1379 https://doi.org/10.21098/jimf.v7i4.1379
_version_	1760230985445670912
score	13.223943

Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media

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