Open Access Te Herenga Waka-Victoria University of Wellington
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Perceptions of Islamic advertising held by Indonesian Muslims

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posted on 2021-11-22, 22:24 authored by Safira, Anya

In the past decades, research on the link between advertising and religion has been increasing (Cader, 2015). There is an especially growing interest in researching Islam, either in comparison with other religions (A. J. Ali & Gibbs, 1998; Fam, Waller, & Erdogan, 2004; Farah & El Samad, 2014; Gibbs & Ilkan, 2008) or as the focus of the research (Cader, 2015; Haque, Ahmed, & Jahan, 2010). However, previous research on the topic of Islamic advertising has been dominated by conceptual papers and research conducted in Middle Eastern contexts (Bari & Abbas, 2011; Hassan, Chachi, & Latiff, 2008; Rice & Al-Mossawi, 2002; Mohammad Saeed, Ahmed, & Mukhtar, 2001). Therefore, this study has the objective of gaining a greater understanding of the perceptions of Islamic advertising to Indonesian Muslim consumers, including the interactions between religion and culture, congruency with their identity, and effects on attitudes and behaviour. Using the paradigm of critical realism, this research used a qualitative approach by gathering data through in-depth interviews. The findings identified five elements which constitute Islamic advertising in the eyes of Indonesian Muslims. These include compliance with Sharia (Islamic law), existence of universal Islamic values, relevant execution strategies, advertisement of “Islamic” products and brand, and the use of “Islamic” public figures as celebrity endorsers. Moreover, Indonesian Muslims tend to negotiate between their culture and religion which presents a challenge to the standardisation vs localisation debate in advertising. Islamic advertising was also found to be congruent with the Indonesian Muslims’ identity, particularly those with higher religiosity, and induces positive effects on their emotions, attitudes and behaviour. An especially important impact for collectivist cultures such as Indonesia is that Islamic advertising is able to generate positive word-of-mouth.


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Date of Award



Te Herenga Waka—Victoria University of Wellington

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Author Retains Copyright

Degree Discipline


Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Commerce

ANZSRC Type Of Activity code

970115 Expanding Knowledge in Commerce, Management, Tourism and Services

Victoria University of Wellington Item Type

Awarded Research Masters Thesis



Victoria University of Wellington School

School of Marketing and International Business


Fam, Kim