Addressing electronic word of mouth in determining Muslim intention to purchase Islamic products

Abstract

The increasing reliance on digital communication platforms has amplifies the influence of electronic word-of-mouth (eWoM) on consumer decision making, particularly in the Islamic products market. However, limited research exists on how eWoM direcly shapes the purchasing intentions of Muslim consumers, leaving a critical gap in understanding its role within ethical driven markets. This study aims to answer the question, ‘How does eWoM affect the purchasing intentions of Muslim consumers regarding Islamic products?’. This study identifies a strong positive relationship eWoM and intention to purchase, suggesting
that favorable online reviews and recommendations significantly enhance consumers, likelihood of engaging with Islamic products. This relationship is particularly pronounced among younger consumers who are more active on social media platforms. These results underscore the transformative potential of eWoM in promoting Islamic products. This study also is substantial for marketers and businesses targeting Muslim consumers. By recognizing the power of eWoM, brands can develop strategies that leverage positive online narratives and encourage satisfied customers to share their experiences. This approach not only fosters trust but also enhances brand credibility, ultimately driving sales in the competitive market for Islamic products. The research underscores the necessity for businesses to actively manage their online reputation and engage with consumers through effective eWoM strategies.