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Impact of Halal Digital Marketing on Consumer Behavior: Jordan’s Perspective

Author

Listed:
  • Khalid Mohummed Alomari
  • Aya Naser Yousef Maqableh
  • Ali A. Salah
  • Khaled (M.K) Ismail Alshaketheep
  • Ahmad Abdullah abu Jray

Abstract

Purpose: The main aim of this article is to study the Halal digital marketing and how it is different from the conventional marketing in an Islamic country like Jordan. Design/Methodology/Approach: This study reviews recent research on the role digital marketing plays in consumer behaviour. This paper aims to shed light on the position halal digital marketing in Jordan's consumer behaviour. Data was gathered by questionnaires from 216 residents of Jordan. The comparisons analysis was performed and then a multiple regression was used to test the hypotheses following confirmation of normality, validity and reliability of a process sample. Findings: The results indicate that there is a significant relationship between Halal Marketing and Consumer Preference. The customers tend to get attracted towards the products which are advertised by following the Shariah guidelines. Since Jordan is an Islamic nation, that is why people over there prefer Halal Marketing over Conventional. Practical Implications: All the organizations which can market their products by adhering to Shari’ah guidelines can implement halal ways of marketing rather than conventional as customers prefer the former as compared to latter. Originality Value: This is the first paper which has analyzed the consumer’s preference towards Halal Marketing in Jordan.

Suggested Citation

  • Khalid Mohummed Alomari & Aya Naser Yousef Maqableh & Ali A. Salah & Khaled (M.K) Ismail Alshaketheep & Ahmad Abdullah abu Jray, 2020. "Impact of Halal Digital Marketing on Consumer Behavior: Jordan’s Perspective," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 202-215.
    • Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:special1:p:202-215
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    References listed on IDEAS

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    3. Alsadek Gait & Andrew Worthington, 2008. "An empirical survey of individual consumer, business firm and financial institution attitudes towards Islamic methods of finance," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 35(11), pages 783-808, September.
    4. Hamza Khraim, 2010. "Measuring Religiosity in Consumer Research From an Islamic Perspective," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 26(1), pages 52-78, June.
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    More about this item

    Keywords

    Consumer Behaviour; Halal Digital Marketing; Jordan.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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