Halal Tourism and Social Media Marketing: The Moderating Effect of Religious Social Control in the Context of Stimulus Organism Response and Source-Credibility Theory

Kıyak F. M.

JOURNAL OF GLOBAL MARKETING, cilt.0, sa.0, ss.1-19, 2025 (Scopus)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 0 Sayı: 0
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1080/08911762.2025.2570396
  • Dergi Adı: JOURNAL OF GLOBAL MARKETING
  • Derginin Tarandığı İndeksler: Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, PAIS International, Psycinfo, Public Affairs Index
  • Sayfa Sayıları: ss.1-19
  • Hatay Mustafa Kemal Üniversitesi Adresli: Hayır

Özet

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the aim of this study is to examine the effect of social media marketing activities on online
impulse buying in halal tourism within the context of the stimulus-organism-response (s-O-R)
and source-credibility theories (sct). additionally, the moderating effect of religious social
control on the relationship between social media marketing activities and the perception of
the source as attractive, trustworthy, and expert is being tested. these relationships were
analyzed within the framework of structural equation modeling. amos and the sPss hayes
Macro extension were utilized. a total of 512 valid surveys were collected from turkish
consumers who declared that they were Muslim and had a holiday within the scope of halal
tourism and purchased this holiday online. the findings show that social media marketing
activities are perceived as attractive, expert, and trustworthy in the context of halal tourism.
Religious social control strengthens the relationship between social media activities and
source credibility. in addition, social media content perceived as expert and trustworthy
creates online impulse buying behavior toward halal tourism. the study differentiates itself by
examining the relationship between social media activities and online impulse buying
through the moderating effect of religious social control in the context of halal tourism