Mediating Role of Religiosity on Consumer's Attitude Towards Social Media Advertising in Muharram’s (Islamic Calendar Month)

Abstract

Religion plays an important role in forming attitude towards advertisement and during religious month, it plays even bigger role where audience become more religious. Our aim is to find the mediating role of religiosity on attitude towards advertisement during Muharram. Other objective is to find the mediating role religiosity play between factors of successful advertisement and attitude towards advertisement in Muharram. In order to find it, we have conducted a primary research where we used causal research design to collect data from sample size of 361 respondents. We used SPSS to analyze the responses and we found that religiosity partially mediates the attitude towards the advertisement. Limitations of our study was that we only surveyed the people of Karachi between the age group of 15 to 45 years and for only Fast-moving consumer goods. Data is collected through convenience sampling. Our research implication will help managers to understand how religiosity effects the attitude towards advertisement in religious month and with the help of our research, managers will make an advertisement that will consider the mediating effect of religiosity in the religious months. For future researchers, the dynamics of variables can be broadened according to culture, other religious events, social classes etc.