THE IMPACT OF SOCIAL MEDIA ADVERTISING ON MUSLIM CONSUMERS' PURCHASES: A FOCUS ON HALAL ISSUES IN MALAYSIA

The study examines issues related to the impact of social media advertising among Muslim consumers by paying

particular attention to halal products. This issue concerns Muslim consumers since many products that are available in the country are as labelled halal, as they watch the advertisements in the social media. Therefore, the study is carried out to examine the difference in the perceived honesty of the halal products advertised on social media which affects consumers across ages. It also attempts to identify the difference in purchasing intention of halal products among consumers via social media advertisements across family incomes. Finally, it explores whether there is a difference in purchasing intention of halal products across consumers' education levels after watching social media advertisements. The data of the study were collected using a survey to gauge opinions about the stated issues among 158 Muslim consumers in Malaysia. Data from the analysis showed no significant differences in the perceived honesty of obtaining information about halal products through social media advertising that affect consumers across ages. Also, evidence was insufficient to confirm a difference in Muslim consumers' purchasing intention for halal products across family incomes on social media advertisements. Last but not least, the study found no difference in Muslim consumers' purchasing intention of buying halal products after watching social media advertising related to their levels of education. This study implies that Muslim consumers still lack awareness of buying halal products. Such situation calls for the need to educate them better to be more effective consumers.