Universiti Teknologi Malaysia Institutional Repository

The roles of mass media, word of mouth and subjective norm in family takaful purchase intention

Md. Husin, M. and Ismail, N. and Ab. Rahman, A. (2016) The roles of mass media, word of mouth and subjective norm in family takaful purchase intention. Journal of Islamic Marketing, 7 (1). pp. 59-73. ISSN 1759-0833

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Purpose – This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach – Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings – The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications – By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers’ SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value – This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model.

Item Type:Article
Uncontrolled Keywords:Family takaful, Intention, Mass media, Subjective norm, Word of mouth
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:73731
Deposited By: Haliza Zainal
Deposited On:18 Nov 2017 03:25
Last Modified:18 Nov 2017 03:25

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