Islamic Representation in Television Advertising and its Impact on Modern Malay Muslim Women

  • Author(s): Rosninawati Hussin, Sofia Hayati Yusoff, Siti Nubailah Mohd Yu
  • When: 2015-11
  • Where: Procedia - Social and Behavioral Sciences
  • Advertising is an expression of cultural values, and by applying religious elements, it does effect consumer's purchasing behaviour. The effectiveness of television advertising as the medium of communication may affect the purchasing behaviour among Muslim women in order to practice Islam as a way of life. Marxis theory (McFall, 2002) has been used in this research to study the relationship between the people and the object (advertisement). The outcome of this study to see the relationship between the impact of Islamic branding of products and services and the purchasing decisions of modern Malay Muslim women in Kuala Lumpur, Malaysia.

You may also like...

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.