Mohammad Radfiq Razali, Zakiah Samori

Exploring The Lived Experiences of Social Media Influencers in Shaping Halal Consumer Behavior Through Digital Engagement

Introduction

Exploring the lived experiences of social media influencers in shaping halal consumer behavior through digital engagement. Explore how Malaysian social media influencers shape halal consumer behavior through digital engagement. This study reveals strategies like building trust, educating consumers, and ethical marketing.

Abstract

In the age of digital transformation, social media has emerged as a powerful platform influencing consumer behavior across various sectors, including the halal industry. This study aims to explore how social media influencers shape halal consumer behavior through digital engagement, focusing on the Malaysian context. Guided by a qualitative phenomenological design, in-depth semi-structured interviews were conducted with five Muslim influencers (n=5) and thematic analysis generated three overarching themes which are building consumer trust through original content, applying education strategies to develop halal consciousness and balancing moral imperatives in influencing purchase behavior. These findings enhance the knowledge of digital halal marketing and guide policymakers and marketers on how to align social media efforts with Islamic values. These insights contribute to a deeper understanding of ethical marketing in the halal ecosystem and highlight the strategic role influencers play in promoting Shariah-compliant consumerism.

Review

This study, "Exploring The Lived Experiences of Social Media Influencers in Shaping Halal Consumer Behavior Through Digital Engagement," addresses a highly pertinent and timely topic at the intersection of digital marketing, Islamic ethics, and consumer psychology. The research effectively highlights the growing influence of social media on the halal industry, a sector increasingly vital in the global economy. By employing a qualitative phenomenological design, the authors wisely chose a methodology suited to delve into the nuanced and lived experiences of influencers, providing rich insights into their strategic approaches. Focusing on the Malaysian context further strengthens the study's relevance, offering a specific cultural and religious lens to examine this complex phenomenon. The methodological approach, utilizing in-depth semi-structured interviews with five Muslim influencers (n=5), is appropriate for a phenomenological inquiry aimed at understanding subjective experiences, though its small sample size inherently limits broader generalizability. The thematic analysis successfully generated three compelling themes: "building consumer trust through original content," "applying education strategies to develop halal consciousness," and "balancing moral imperatives in influencing purchase behavior." These themes not only illuminate the practical strategies employed by influencers but also underscore the ethical considerations inherent in promoting Shariah-compliant consumerism. The findings provide a granular understanding of how digital engagement is leveraged to foster trust and educate consumers within the specific framework of halal values. The insights derived from this study significantly enhance the existing knowledge base of digital halal marketing and offer valuable guidance for key stakeholders. Policymakers and marketers are provided with actionable recommendations on how to align social media efforts with Islamic values, ensuring ethical and effective outreach within the halal ecosystem. Furthermore, the research contributes to a deeper theoretical understanding of ethical marketing within a faith-based context and clearly articulates the strategic and multifaceted role influencers play in shaping consumer choices towards Shariah-compliant products and services. This work serves as a foundational step for future research into the evolving landscape of digital halal consumerism.

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