Islamic Marketing, Electronic Word of Mouth (eWoM) and Religious Awareness Roles in Consuming Halal Food: A Conceptual Paper

Halal concept plays important role among Muslim society in Malaysia. The Qur'an commands Muslims to only eat halal food. Social media acts as one of the latest marketing trending due to digitalization of businesses in the world. Islamic marketing nowadays plays important roles as communication medium in providing knowledge about halal foods. Electronic word of mouth marketing can influence people in consuming halal food. This is due to most people are more likely to trust the opinions of people they known rather than advertising messages from outsider. Religious awareness among Muslim customers is also important in deciding halal food consumption. As such, this paper aims to investigate the role of Islamic marketing, electronic word of mouth and religious awareness in consuming halal food among Muslim consumers.