Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion...
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| Format: | Thesis |
| Language: | en |
| Published: |
2023
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| Online Access: | https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf https://ir.uitm.edu.my/id/eprint/82809/ |
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| _version_ | 1833078044078637056 |
|---|---|
| author | Azizan, Nor Faiz |
| author_facet | Azizan, Nor Faiz |
| author_sort | Azizan, Nor Faiz |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From a practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam. |
| format | Thesis |
| id | my.uitm.ir-82809 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2023 |
| record_format | eprints |
| spelling | my.uitm.ir-828092024-01-16T01:40:14Z https://ir.uitm.edu.my/id/eprint/82809/ Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan Azizan, Nor Faiz Business ethics Marketing Advertising Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From a practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam. 2023 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan. (2023) Masters thesis, thesis, Universiti Teknologi MARA (UiTM). <http://terminalib.uitm.edu.my/82809.pdf> |
| spellingShingle | Business ethics Marketing Advertising Azizan, Nor Faiz Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title | Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title_full | Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title_fullStr | Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title_full_unstemmed | Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title_short | Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan |
| title_sort | revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / nor faiz azizan |
| topic | Business ethics Marketing Advertising |
| url | https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf https://ir.uitm.edu.my/id/eprint/82809/ |
| url_provider | http://ir.uitm.edu.my/ |