The roles of mass media, word of mouth and subjective norm in family takaful purchase intention

Maizaitulaidawati Md Husin, Noraini Ismail, Asmak Ab Rahman

Research output: Contribution to journalArticle

21 Citations (Scopus)


Purpose – This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach – Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia, using a convenience sampling approach. The hypotheses were tested by applying structural equation modelling. Findings – The results revealed that MM and WM were able to influence SN. In addition, the results also found that SN significantly influences intentions to purchase a family takaful scheme. Practical implications – By examining MM and WM on SN, the study validated the importance of both constructs in affecting consumers’ SN and purchase intention. This study would be useful for takaful operators, as the findings would help them to formulate strategies for promotional activities. Originality/value – This paper empirically justifies the relationship between MM and WM on SN and purchase intention of family takaful schemes in an integrated model.

Original languageEnglish
Pages (from-to)59-73
Number of pages15
JournalJournal of Islamic Marketing
Issue number1
Publication statusPublished - 07 Mar 2016


All Science Journal Classification (ASJC) codes

  • Marketing

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