The role of perceived Islamic value of advertisement in purchase intention: Mediation effect of advertisement value

Abstract

Our study explains the impact of Islamic symbolism in video commercials, introducing the concept of perceived Islamic value of advertising" to enhance persuasive efforts targeting Muslim consumers. The study focuses on mediating role of advertisement value. Using a quantitative approach, we surveyed 549 participants using a 5-point Likert scale to analyse the role of perceived Islamic value in purchase intention, revealing its significant influence. Interestingly, when considering advertisement value as a mediator, the direct impact of perceived Islamic value of advertisement on purchase intention diminished, indicating full mediation. While among the earliest, our study acknowledges limitations, including a focus solely on Muslim consumers and concerns about stimulus control. Nevertheless, our findings provide practical guidance for marketers in effectively utilizing Islamic symbols in Muslim-majority markets.