Exploring the drivers of social media marketing in Malaysian Islamic banks: an analysis via smart PLS approach

• Main Authors: Mohd Thas Thaker, Hassanudin, Khaliq, Ahmad, Ah Mand, Abdollah, Hussain, Hafezali Iqbal, Mohd Thas Thaker, Mohamed Asmy, Allah Pitchay, Anwar
• Format: Article
• Language: English; English
• Published: Emerald Group Publishing Ltd. 2020
• Subjects: BP173.75 Islam and economics; BPH Islamic Economics; HB126.4 Islamic Economics
• Online Access: http://irep.iium.edu.my/82869/1/82869_Exploring%20the%20drivers%20of%20social%20media%20marketing_ft.pdf; http://irep.iium.edu.my/82869/2/82869_Exploring%20the%20drivers%20of%20social%20media%20marketing_scopus.pdf; http://irep.iium.edu.my/82869/; https://www.emerald.com/insight/content/doi/10.1108/JIMA-05-2019-0095/full/html
• Institution: Universiti Islam Antarabangsa Malaysia

Purpose: This paper aims to attempt to investigate and test the factors related to social media advertisement that could forecast the intention to subscribe to Islamic banking products in Malaysia. Design/methodology/approach: The research framework used in this study is guided by the Unified Theory...