Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective

The fact that potentially unethical advertisements are reaching the marketplace suggests that current methods of evaluating advertisements may be insufficient for some of today’s controversial or innovative advertising strategies. Interestingly, customers are constantly prone to advertisements both...

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Main Authors:	Haque, A. K. M. Ahasanul, Neha, Aisath, Ahmed, Faruk, Kabir, S. M.
Format:	Article
Language:	English English English
Published:	American Scientific Publishers. 2017
Subjects:	HF5801 Advertising
Online Access:	http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/1/Customer%20Perception%20Ethical%20Advertisement.pdf http://irep.iium.edu.my/59188/12/59188_Customers%E2%80%99%20perception%20towards%20ethical%20advertisements_new_article.pdf http://irep.iium.edu.my/59188/7/Customers%E2%80%99%20perception%20towards%20ethical%20advertisements%20the%20mediating%20role%20of%20religiosity%20from%20the%20Malaysian%20perspective.pdf

id	iium-59188
recordtype	eprints
spelling	iium-591882018-04-17T06:54:43Z http://irep.iium.edu.my/59188/ Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective Haque, A. K. M. Ahasanul Neha, Aisath Ahmed, Faruk Kabir, S. M. HF5801 Advertising The fact that potentially unethical advertisements are reaching the marketplace suggests that current methods of evaluating advertisements may be insufficient for some of today’s controversial or innovative advertising strategies. Interestingly, customers are constantly prone to advertisements both directly and indirectly. However, the question arises whether these advertisements are perceived to be ethical in the customers’ mind. Many research experts believe such uncertainty could be an indication of a downfall for the advertising industry. It is worthwhile to be aware of the ethical issues facing advertisers in order to reduce the negative perceptions toward advertisements. Data was collected from 200 Malaysian customers and Structural Equation Modeling (SEM) was used to test the research hypothesis. This research focuses on some major Abstract: perceptions for customers in addressing the perception towards ethical advertising. By examining whether the perceived factors such as, religiosity and emotional appeal positively affect ethical perception, and deceptive messages negatively. The study would provide marketers with a clear understanding on the ethical grounds. Therefore, if the accountable people such as advertisers and businesses work cooperatively and think about the consequences, these problems will be diminished in the future. Several propositions for future research have also been identified. American Scientific Publishers. 2017-09 Article PeerReviewed application/pdf en http://irep.iium.edu.my/59188/1/Customer%20Perception%20Ethical%20Advertisement.pdf application/pdf en http://irep.iium.edu.my/59188/12/59188_Customers%E2%80%99%20perception%20towards%20ethical%20advertisements_new_article.pdf application/pdf en http://irep.iium.edu.my/59188/7/Customers%E2%80%99%20perception%20towards%20ethical%20advertisements%20the%20mediating%20role%20of%20religiosity%20from%20the%20Malaysian%20perspective.pdf Haque, A. K. M. Ahasanul and Neha, Aisath and Ahmed, Faruk and Kabir, S. M. (2017) Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective. Advanced Science Letters, 23 (9). pp. 8535-8540. ISSN 1936-6612 E-ISSN 1936-7317 (In Press) http://www.ingentaconnect.com/contentone/asp/asl/2017/00000023/00000009/art00100;jsessionid=2ks27hkfxmaot.x-ic-live-03 10.1166/asl.2017.9926
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English English
topic	HF5801 Advertising
spellingShingle	HF5801 Advertising Haque, A. K. M. Ahasanul Neha, Aisath Ahmed, Faruk Kabir, S. M. Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
description	The fact that potentially unethical advertisements are reaching the marketplace suggests that current methods of evaluating advertisements may be insufficient for some of today’s controversial or innovative advertising strategies. Interestingly, customers are constantly prone to advertisements both directly and indirectly. However, the question arises whether these advertisements are perceived to be ethical in the customers’ mind. Many research experts believe such uncertainty could be an indication of a downfall for the advertising industry. It is worthwhile to be aware of the ethical issues facing advertisers in order to reduce the negative perceptions toward advertisements. Data was collected from 200 Malaysian customers and Structural Equation Modeling (SEM) was used to test the research hypothesis. This research focuses on some major Abstract: perceptions for customers in addressing the perception towards ethical advertising. By examining whether the perceived factors such as, religiosity and emotional appeal positively affect ethical perception, and deceptive messages negatively. The study would provide marketers with a clear understanding on the ethical grounds. Therefore, if the accountable people such as advertisers and businesses work cooperatively and think about the consequences, these problems will be diminished in the future. Several propositions for future research have also been identified.
format	Article
author	Haque, A. K. M. Ahasanul Neha, Aisath Ahmed, Faruk Kabir, S. M.
author_facet	Haque, A. K. M. Ahasanul Neha, Aisath Ahmed, Faruk Kabir, S. M.
author_sort	Haque, A. K. M. Ahasanul
title	Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
title_short	Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
title_full	Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
title_fullStr	Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
title_full_unstemmed	Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective
title_sort	customers’ perception towards ethical advertisements: the mediating role of religiosity from the malaysian perspective
publisher	American Scientific Publishers.
publishDate	2017
url	http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/ http://irep.iium.edu.my/59188/1/Customer%20Perception%20Ethical%20Advertisement.pdf http://irep.iium.edu.my/59188/12/59188_Customers%E2%80%99%20perception%20towards%20ethical%20advertisements_new_article.pdf http://irep.iium.edu.my/59188/7/Customers%E2%80%99%20perception%20towards%20ethical%20advertisements%20the%20mediating%20role%20of%20religiosity%20from%20the%20Malaysian%20perspective.pdf
first_indexed	2023-09-18T21:23:49Z
last_indexed	2023-09-18T21:23:49Z
_version_	1777412057623166976

Customers’ perception towards ethical advertisements: the mediating role of religiosity from the Malaysian perspective

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