Social Sciences
2 years ago

Boost Halal Food Sales with Social Media Influencers Targeting iGeneration

International Journal of Academic Research in Business and Social Sciences
Intention to Use Social Media Influencers in Halal Food Promotional Activities: A Proposed Conceptual Model using the Integrative Model of Behavioural Prediction
Purnomo M Antara, Aini Hayati Musa, Asma’ Rashidah Idris, Sarah Mardhiah Selamat, Farrah Nadia Baharuddin, Nur Fadhlina Zainal Abedin

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The article discusses using social media influencers to promote Halal food to young Muslims, especially the iGeneration. The researchers adapted a model to understand factors influencing the intention to use influencers in promotional activities. The goal is to help Halal food producers target this market effectively.