Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan

Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion...

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Bibliographic Details
Main Author:	Azizan, Nor Faiz
Format:	Thesis
Language:	English
Published:	2023
Subjects:	Business ethics Marketing Advertising
Online Access:	https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf
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id	my-uitm-ir.82809
record_format	uketd_dc
spelling	my-uitm-ir.828092024-01-16T01:40:14Z Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan 2023 Azizan, Nor Faiz Business ethics Marketing Advertising Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From a practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam. 2023 Thesis https://ir.uitm.edu.my/id/eprint/82809/ https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Business and Management Mohd, Rohani
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd, Rohani
topic	Business ethics Marketing Advertising
spellingShingle	Business ethics Marketing Advertising Azizan, Nor Faiz Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
description	Malaysia is one of many countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From a practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam.
format	Thesis
qualification_level	Master's degree
author	Azizan, Nor Faiz
author_facet	Azizan, Nor Faiz
author_sort	Azizan, Nor Faiz
title	Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
title_short	Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
title_full	Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
title_fullStr	Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
title_full_unstemmed	Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan
title_sort	revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / nor faiz azizan
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business and Management
publishDate	2023
url	https://ir.uitm.edu.my/id/eprint/82809/1/82809.pdf
_version_	1794191947130208256

Revisit moderating role of religiosity for celebrity endorsement and advertising effectiveness in tourism sector / Nor Faiz Azizan

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