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

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

International Journal of Economics & Business Administration (IJEBA), 2020, vol. VIII, issue Special 1, 202-215

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.

Keywords: Consumer Behaviour; Halal Digital Marketing; Jordan. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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