Please use this identifier to cite or link to this item:
http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75789
Title: | Consumers’ religio-spiritual insights in Ramadhan advertisements |
Authors: | Junaid, Ansari Ummi Naiemah, Saraih Adi Anuar, Azmin Muhammad Sufyan, Ramish Institute of Business Management, Karachi City Faculty of Applied & Human Sciences, Universiti Malaysia Perlis (UniMAP) junaid.ansari 2007@gmail.com |
Issue Date: | Jun-2022 |
Publisher: | School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
Citation: | International Journal of Business and Technopreneurship, vol.12(2), 2022, pages 101-114 |
Abstract: | Consumers get irritated and distracted while watching the Ramadan TV commercials due to the non-availability of the consumers’ religio-spiritual insights and this irritation can sometimes create a negative brand image. Marketers have ‘christmasised’ this spiritual month of Ramadan as they are considering Ramadan a seasonal shopping festival like other western festivals. Marketers reserve almost half of their annual budget for advertising during Ramadan but they are not considering the spiritual aura during this spiritual month when the spiritual contemplations of Muslims are higher than any other Islamic month. This study provides a comprehensive framework that will help marketers to incorporate consumers’ religio-spiritual insights in Ramadan TV commercials so that consumers cannot be irritated and distracted. Some of the important constructs explored in this study include spirituality, religiosity, entertainment, information, and credibility of the source. This exploratory research is conducted by following the guidelines of grounded theory. 25 in-depth semi-structured interviews have been conducted from the consumers having religious, non-religious, and sports/yoga orientations to understand the consumers’ spiritual insights and propose a comprehensive framework. |
Description: | Link to publisher's homepage at https://ijbt.unimap.edu.my |
URI: | http://dspace.unimap.edu.my:80/xmlui/handle/123456789/75789 |
ISSN: | 2231-7090 (printed) 2232-1543 (online) |
Appears in Collections: | International Journal of Business and Technopreneurship (IJBT) |
Files in This Item:
File | Description | Size | Format | |
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28.6.2022 IJBT 312 [101-114].pdf | Main article | 390.07 kB | Adobe PDF | View/Open |
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