International Journal of Islamic Marketing and Branding (5 papers in press)
Tunisian customers motivation to choose between Islamic and conventional banks
by Nihel ZIADI, Kaouther BEJI
Abstract: This paper aims at identifying the added values of Islamic banking. The obtained results statistically retain all of our research hypotheses. Thus, compliance with the rules of Islamic ethics, shariaa, comes as the most attractive value perceived by Tunisian customers.
Keywords: Islamic banks; conventional banks; added value; Islamic ethics; "shariaa" laws.
Antecedents of Trust toward Islamic Banks: a qualitative study
by El Jed Nabila, Zghal Mustapha
Abstract: All over the world, customers have adopted Islamic banks for various reasons (religious, Sharia compliance, quality of services, ethical behavior, convenience etc.). Trust is one of the major factors in patronizing Islamic banks. The purpose of this paper is: to determine the antecedents of trust towards Islamic banks in Tunisia. Therefore, to propose a model of the determinants of trust towards Islamic banks. The paper is designed of two parts: a literature review on Islamic banking, followed by a qualitative study, was carried out. The data was collected via a semi-direct interview administered to a convenience sample of 12 people. The sample of 58% of men and 42% of women, aged between 26 and 70 from different social and professional categories like liberal professions, middle and senior management, were interviewed. Data was processed using a thematic analysis.
The literature review identified two groups of antecedents: characteristics of customers (religiosity, familiarity and propensity to trust) and characteristics of Islamic Banks (communication, compliance with the Sharia, reputation as well as shared and ethical values). The qualitative study confirmed this choice.
Indeed the value of this article lies in the fact that this study focuses on the determinants of trust towards Islamic banks taking into account the characteristics of both Islamic banks and consumers. Nevertheless, few studies dealt with consumer behavior in relation to Islamic banking.
Keywords: Islamic Banks; Trust; Model; religiosity; familiarity; propensity to trust; Sharia compliance; ethical values; qualitative study.
SOCIAL MEDIA MARKETING AND BEHAVIORAL CHANGE: A SHOWCASE FROM TUNISIAS JASMINE REVOLUTION
by Ashraf M. Attia, Rana Fakhr, Mostafa Shalaby, Hibatullah Attia
Abstract: Social media is a driving force that has a powerful marketing impact on the political and social lives of citizens throughout the world. Limited research studies have been published on the impact of social media marketing on political and behavioral change in the Muslim World. This research proposes a framework to exemplify the impact of social media marketing on behavioral change as a showcase from the Tunisian Jasmine Revolution. This research demonstrates the facilitating role of social media marketing in impacting the political and actual behavior of Tunisians during and after the revolution to facilitate the disposing of one of the prominent dictators in the Arab and Muslim World and transforming Tunisia toward a democratic society. This case study provides an in-depth analysis of the consequence variables of the Jasmine Revolution and sheds light on several marketing and political implications.
Keywords: social network; social media; social media marketing; behavioral change; political change; electronic commerce; branding; Islamic marketing; Tunisia; revolution; Jasmine revolution; marketing; Muslim; Arab spring.
The effect of service quality and religiosity on electronic word of mouth through satisfaction in Islamic Banking in North Africa
by Kaouther Jridi, Amel Chaabouni, Fatma Bakini, Mayssa HARBAOUI
Abstract: This study aims at investigating not only the impact of service quality and religiosity on the satisfaction of Islamic banks clients, but also the impact of satisfaction on electronic word-of-mouth (e-wom). Data have been collected from 120 customers of three Tunisian Islamic Banks. The analysis of the data by the structural equations has allowed is to put the hypotheses through empirical evidence. The findings confirmed a relationship between dimensions of service quality and customer satisfaction. A positive relationship with the satisfaction of Islamic banks' customers and the electronic word of mouth has also been found. However, the paper has not found any significant relationship between the religiosity and the bank customers satisfaction. This is a pioneering research effort bringing into play three concepts at the same time: service quality, customer satisfaction and e-wom within the context of Tunisia.
Keywords: Service quality; religiosity; customer satisfaction; electronic word of mouth; Islamic banks.
The Brand of "Hijabers" between Marketability and Islamic Identity
by Narjess ALOUI
Abstract: Lately, the Muslim woman was revealed as an active element of the fashion market. She can provide profit and be a significant part of the fashion business. The aim of this paper is to explore the Muslim veiled woman image in contemporary society and the role of hijab in the construction of her identity. This study revolves around a semiotic approach to Netnography of an international Brand advertising. The "Nike Hijab Pro" add has been conducted within a qualitative mode of investigation to determine how the empowerment of Muslim veiled athletes has inspired this international brand to produce a special line. The findings show that Muslim veiled female and, in our case, Muslim veiled athletes, generate "Modestly empower" representations that recreate meaning for western international brands. Thus, marketers need recognizing the importance of managing the image of Muslim veiled women on a global scale.
Keywords: Marketability; brand; fashion; Nike hijab pro; hijab identity; Islamic identity; Netnography; semiotics.