Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

This research proposed a new construct, Islamic environmental consciousness (IEC), and developed a measurement scale to support this construct. Churchill's (J Mark Res 16(1):64-73, 1979) paradigm, adapted by Negra and Mzoughi (Internet Res 22(4):426-442, 2012), was utilized. A total of 32 items were generated based on the verses of the Qur'an from nine interviews with teachers in an Islamic seminary. This set of items was reduced to 19 after dropping redundant or non-representative items. In a pilot study, factor analysis of the 19-item scale yielded a two-factor structure scale of seven items with a reliability ranging from 0.7 to 0.8. The Islamic environmental consciousness scale (IECS) was statistically confirmed and validated in a subsequent investigation. The proposed measurement scale warrants further exploratory study. Future research should assess the IECS's validity across different Muslim countries, locales, and various Islamic schools of thought and practice. IEC is proposed as a new construct that focuses primarily on the Qur'an and seeks to achieve acceptance by both Sunni and Shia denominations. In this study, both cognitive attitudes and behavioral aspects were considered in the design of the IECS.

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