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,...
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Emerald Group Publishing Ltd.
2023
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| _version_ | 1833351269727600640 |
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| author | Md Husin M. Ismail N. Ab Rahman A. |
| author2 | 55842769700 |
| author_facet | 55842769700 Md Husin M. Ismail N. Ab Rahman A. |
| author_sort | Md Husin M. |
| building | UNITEN Library |
| collection | Institutional Repository |
| content_provider | Universiti Tenaga Nasional |
| content_source | UNITEN Institutional Repository |
| continent | Asia |
| country | Malaysia |
| 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. |
| format | Article |
| id | my.uniten.dspace-22826 |
| institution | Universiti Tenaga Nasional |
| publishDate | 2023 |
| publisher | Emerald Group Publishing Ltd. |
| 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 |
| 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 |
| title | 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_short | 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 |
| url_provider | http://dspace.uniten.edu.my/ |