Cover Image

The roles of mass media, word of mouth and subjective norm in family takaful purchase intention

Purpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia,...

Full description

Saved in:
Bibliographic Details
Main Authors: Md Husin M., Ismail N., Ab Rahman A.
Other Authors: 55842769700
Format: Article
Published: Emerald Group Publishing Ltd. 2023
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uniten.dspace-22826
record_format dspace
spelling my.uniten.dspace-228262023-05-29T14:12:30Z The roles of mass media, word of mouth and subjective norm in family takaful purchase intention Md Husin M. Ismail N. Ab Rahman A. 55842769700 57188718255 57222537985 Purpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings � The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications � By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers� SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value � This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model. � 2016, � Emerald Group Publishing Limited. Final 2023-05-29T06:12:30Z 2023-05-29T06:12:30Z 2016 Article 10.1108/JIMA-03-2015-0020 2-s2.0-84962552138 https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962552138&doi=10.1108%2fJIMA-03-2015-0020&partnerID=40&md5=d3ddbf2d4593426e445f82faf20d2b08 https://irepository.uniten.edu.my/handle/123456789/22826 7 1 59 73 Emerald Group Publishing Ltd. Scopus
institution Universiti Tenaga Nasional
building UNITEN Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tenaga Nasional
content_source UNITEN Institutional Repository
url_provider http://dspace.uniten.edu.my/
description Purpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings � The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications � By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers� SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value � This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model. � 2016, � Emerald Group Publishing Limited.
author2 55842769700
author_facet 55842769700
Md Husin M.
Ismail N.
Ab Rahman A.
format Article
author Md Husin M.
Ismail N.
Ab Rahman A.
spellingShingle Md Husin M.
Ismail N.
Ab Rahman A.
The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
author_sort Md Husin M.
title The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
title_short The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
title_full The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
title_fullStr The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
title_full_unstemmed The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
title_sort roles of mass media, word of mouth and subjective norm in family takaful purchase intention
publisher Emerald Group Publishing Ltd.
publishDate 2023
_version_ 1806425573061296128
score 13.211869

Similar Items