Social Media’s Role in Shaping Millennials Halal Shopping Trends in Malaysia

Hainnuraqma Rahim, Mohamed Fairooz Abdul Khir, Noorazlin Ani, Shafinar Ismail, Nor Balkish Zakaria
Faculty of Business and Management, Universiti Teknologi MARA
Cawangan Melaka
International Center for Education in Islamic Finance (INCEIF) University
Commerce International Merchant Bankers Berhad (CIMB), Malaysia.
Center for Islamic Development Management Studies (ISDEV), Universiti Sains Malaysia
Accounting Research Institute (ARI), Universiti Teknologi MARA



Social media influencers (SMIs) have emerged as pivotal figures in advertising and critiquing products and services. They serve as credible sources, disseminating persuasive messages that significantly influence consumer purchasing behavior, particularly among Millennials. This paper investigates the factors pertaining to SMIs that shape the purchasing behavior of Muslim Millennials in Malaysia towards halal food products. Employing a non-probability sampling method, the study surveyed 403 respondents using Structural Equation Modelling-Partial Least Square (SEM-PLS). Data collection utilised a structured closed-ended questionnaire as the survey instrument. Results indicate that SMIs’ expertise impacts consumers’ attitudes and behaviors towards halal food products, with expertise serving as the sole mediator. Furthermore, SMIs wield significant influence over consumer purchasing behaviour by disseminating product reviews and advertisements to a broad audience. Factors such as trustworthiness, attractiveness, and expertise among these influencers directly impact the purchasing decisions of millennials. This study makes a significant contribution by enhancing comprehension of the latest digital and social media technologies’ relevance and importance.

Keywords:  social media influencers, purchase behavior, halal food products, Muslim, Millennials