Hypothesised Model of Determinants and Consequences of Social Media Content Marketing Experience Quality (Smcmeq) in Muslimah Fashion Advertisement

Rosidah Musa
Institute of Business Excellence, Universiti Teknologi MARA

Nur Syakirah Ahmad, Janiffa Saidon
Faculty of Business and Management, Universiti Teknologi MARA


The rapid development of technology every day has led to many changes in marketing strategies. Every business entity goes head to head with each other to win in this ocean of rivalries. However, only one marketing strategy that can make those business entities different from each other’s and it is content marketing. There are many practitioners in the business make emphasis on this topic, but lack of the scholars who discuss this matter, especially in content marketing quality. Thus, this paper aims to amplify the theoretical body of knowledge and provide a conceptual framework of content marketing quality and its consequences towards consumers experience, behavioural intention and affective loyalty. The context of this study is about social media users among Muslims, urban women Millennial. The model is supported by two famous theories in consumer behaviour known as Stimuli-Organism-Response (SOR) and Pleasure-Arousal-Dominance (PAD) theory. The researcher will add a new dimension into PAD theory known as Inner Peace. This study will apply the mix method in data collection. The paper concludes with a pragmatic understanding for both the researchers and business practitioners in effectively developing their promotional strategies through social media platforms.

Keywords: Content marketing, Social media marketing, Behavioural intention, Loyalty, Inner peace