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

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)

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Abstract

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.

Item Type: Article
Keyword: Halal , Social media marketing , Brand awareness , e-WOM , Repurchase intention
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc > BP1-610 Islam. Bahai Faith. Theosophy, etc. > BP1-253 Islam > BP174-190 The practice of Islam > BP188-190 Islamic religious life
H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: SITI AZIZAH BINTI IDRIS -
Date Deposited: 30 Mar 2022 15:18
Last Modified: 30 Mar 2022 15:18
URI: https://eprints.ums.edu.my/id/eprint/32136

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