Using rational and emotional appeal in online advertisement for Muslim customers / Aisyah Nursyuhadah Shamsu Kamar

This study is about using rational and emotional appeals in online advertisement for Muslim customers. Also, this research is to identify key factors that influence Muslim customers in selecting online advertising appeals, to examine the relationship between the factors that influence Muslim customers and their choice of online advertising appeals, to determine the factors that has the most influence on Muslim customers in selecting online advertisement appeals and to determine which online advertisement appeal that is mostly selected by Muslim customers.
The data set is collected through self-administered questionnaire and convenient nonprobability random sampling method. A sample of 100 was collected from Muslim customers at area Kota Samarahan, Sarawak, Malaysia. The finding revealed that there is a significant relationship between various factors toward selecting online advertising appeals. Based on the results, it can be said that Muslim customers are generally influent by emotional appeals in online advertisement rather than rational appeals.
The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the result other than secondary research and questionnaire. This study is more important for companies or marketers or internet advertising to understand Muslim customer's preference on online advertisement appeals to be more attraction in online advertising.