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Evaluation of
An evaluation of social media social media
advertising for Muslim advertising

millennial parents
Dessy Kurnia Sari, Suziana Suziana and Donard Games
Department of Management, Universitas Andalas, Padang, Indonesia
Received 23 February 2020
Revised 30 May 2020
Accepted 21 June 2020
Abstract
Purpose – This paper aims to investigate the effects of informativeness, entertainment and credibility of
social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of
these variables on brand awareness and purchase intention.
Design/methodology/approach – This study uses a mixed-method analysis with two stages. In the
first stage, information from social media was collected. The second stage involved an online survey of 210
Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s
prediction.
Findings – The results showed that informativeness, entertainment and credibility of the message
significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects
also have a significant effect on brand awareness and purchase intention. The parents appreciate
entertainment most, followed by the informativeness and credibility of the message.
Practical implications – This study offers new insights on Muslim millennial parents as a new segment
in the market. Social media advertising is the most appropriate strategy for approaching this segment, and
therefore, should be given much attention by marketers. The message created needs to be informative,
entertaining and credible. It should consider culture, Islamic values and tradition.
Originality/value – The study contributes to the evaluation of a new trend for Muslim millennials as
young parents. The tendency to spend more time using social media as the primary source of information is
evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents,
especially in a collective society.
Keywords Millennial parents, Social media advertising, Muslim millennial, Young parents,
Islamic market segmentation
Paper type Research paper

Introduction
Millennials are often perceived as individuals in their 20 years of age, traveling the world
and taking “selfies” for their social media pages. However, with the oldest millennial now
reaching 40 years of age, they are now parents, busy taking care of their families. Studies
show that millennials often spend most of their time on the internet (Neging et al., 2018). An
article in the New York times suggested that millennial parents prefer Google, chatrooms
and apps for parenting advise. They seek more benefits in terms of cost and availability of
additional information from online sources (Berg et al., 2018). For this reason, marketers
should understand their needs and approach them carefully.

This research was funded by a research grant from the Faculty of Economics at Andalas University Journal of Islamic Marketing
Padang Indonesia. The authors give the highest appreciation to all respondents; all research team © Emerald Publishing Limited
1759-0833
members have given their energy in bringing this research up to this point. DOI 10.1108/JIMA-02-2020-0055
JIMA Indonesia is recognized worldwide as a country within which the majority of its citizens
are Muslim. According to Internet World Stats (2019), Indonesia ranks fifth in the world for
having the most people with access to the internet. In other words, the number of Indonesia
people who accessed the internet is even more than in Japan. It is only two ranks behind the
USA, as shown in Table 1. Indonesia is the only majority-Muslim nation in the top five list.
The high access to the internet is attributed to the availability of an affordable smartphone.
Around 68% of online customers in Indonesia claimed that they rely on smartphones when
looking for information on upcoming purchases (Eka, 2017). This assertion is supported by
the fact that mobile advertising revenue in Indonesia increased from US$6m in 2013 to US
$24m in 2018 (Eka, 2017; Kumairoh, 2019).
The huge number of mobile phone users has led to an increase in Indonesia’s commerce
growth from US$12bn in 2014 to US$18bn in 2016 (Tay, 2016). This number is expected to
increase to US$130bn by the end of 2020. Additionally, Indonesia may contribute to 52% of
all e-commerce activities in Southeast Asia by 2025 (Tay, 2016). This provides an
opportunity for marketers to reach the target market through online platforms such
worldwide as a country within which the majority of its citizens are Muslim. According to
Internet as social media. This study focuses on evaluating consumers’ responses regarding
social media advertising for kids’ products.
Millennials spend most of their time on social media sites. Studies show that social media
is their primary source of information (Arora and Bhawna, 2020; Rodriguez, 2018; Rodney
and Wakeham, 2016). Exponentials (2018) established that millennial parents are
characterized by progress and tradition. They were raised by boomer parents in the
traditional non-digital world, yet they are very adaptable to technology. Additionally, they
raise their kids differently because they are highly attached to technology and online
platforms. They often rely on online parenting advise and use the internet as their main
source of information (Setyastuti et al., 2019). Gaber et al. (2019) showed a positive
correlation between social media advertising and attitudes of millennials, which also affects
their intention to purchase. They share different experiences compared to old generation
parents (Gregg, 2017). Indeed, they might subsequently parent differently compared to other
parentages. It is essential for marketers to reach and engage with them and to determine
how, where and when they can be reached.
Studies show that advertising practices in Muslim consumers’ perspectives are quite
different (Wilson and Liu, 2011; Kamalul Ariffin et al., 2016; Shyan Fam et al., 2004).
According to Kamassi (2019), some elements need to be carefully considered in advertising

No. Country or region Population, 2019 est. Internet users per June 30, 2019

1 China 1,420,062,022 829,000,000

2 India 1,368,737,513 560,000,000
3 USA 329,093,110 292,892,868
4 Brazil 212,392,717 149,057,635
5 Indonesia 269,536,482 143,260,000
Table 1. 6 Japan 126,854,745 118,626,672
Top 10 countries 7 Nigeria 200,962,417 119,506,430
8 Russia 143,895,551 109,552,842
with the highest 9 Bangladesh 168,065,920 94,445,000
number of internet 10 Mexico 132,328,035 88,000,000
user per June 30,
2019 Source: Internetworldstats.com (2019)
to Muslim consumers, including women’s portrayal in the advertisement and avoiding sex Evaluation of
appeal and nudity, deception and exaggerations, false information about products and social media
services and being honest and shunning manipulation. Studies discuss Muslim responses
toward ads, advertising and millennials. However, there is a lack of knowledge on the
advertising
advertising plan for Muslim millennial parents as a new segmentation. This study evaluates
social media advertising for Muslim millennial parents. The results of this research are
expected to be a reference for further research. Furthermore, this study provides relevant
marketing suggestions. No a study has tested the relationship between social media and the
Muslim millennial parents’ intention to purchase. This study provides a comprehensive,
integrated model for advertising by focusing on Muslim millennial parents.

Literature review and hypotheses development

Millennials and social media advertising
Watson et al. (2013) argued that millennials could be perceived as the “Google generation,”
obtaining instant information from the internet. However, Muslim millennials are believed
to be more religious (Sari, 2014). They are often involved in boycott activities if there is
something that makes them unhappy (Sari et al., 2017). Consumers use the information
presented on social media for decision-making. Arora et al. (2018) reported the respondents’
preferred this approach because they are familiar with online platforms and regularly
interact with blogs. The study also found that millennials used social media to compare
different products and to seek experts’ opinions before buying a product. They also evaluate
the number of likes and dislikes from other customers as part of their consideration before
buying anything online.
Advertising is one of the most critical aspects of marketing (Richards and Curran, 2002,
p. 74). According to Bart et al. (2014), the delivery of personalized advertising messages is
vital to attract consumers’ interest. Also, the interactivity between consumers and the
company in the online platform is critical (Tan et al., 2018). Through online advertising,
consumers easily obtain the information they are interested in. Mobile advertising such as in
social media is in line with the preferred method of communication for millennials (Unal
et al., 2011). De Iulio (2010) established that when advertising children’s products, the focus
should be on fun elements and the intrinsic characteristics of the commodities, including
ingredients, methods of food production and preparation, nutritional value, shape, texture,
flavor and even taste. However, there are no previous research studies on the advertising of
kids’ products in Muslim families.
Muslim consumers may have their distinct opinion related to advertising. Therefore,
marketers have to create personalized information to be more attractive and acceptable to
their target audience (Yang, et al., 2013). Muslims consider an advertisement acceptable
based on religion (Shafiq et al., 2017). Muslim customers rely on the holy Quran and the
Hadith of Prophet Mohammed in their daily lives (Wilson et al., 2013). Without following
religious values, they would feel uncomfortable and offended (Al-Hyari et al., 2010; Sari et al.,
2017). Therefore, it is vital to understand important Islamic values when designing
advertisements.

Muslim millennial parents as a new Islamic market segmentation in the online era
Millennials are “digital natives,” as they grow up attached to smartphones, tablets, and
laptops, with access to social media and the internet (Bess and Bartolini, 2011). They use
social media for interaction through various platforms (Eastman et al., 2014; Pew Research
Center, 2010). Additionally, the way they find, consume and act on all information, primarily
targeted advertising, is entirely different from past generations (Ashman et al., 2015). Many
JIMA people perceive millennials as sophisticated shoppers highly influenced by advertising
(Jambulingam et al., 2019; Arora and Agarwal, 2019).
Suppat and Faathin (2019) reported that family time between millennial parents and their
children was limited. There is also the issue of gender equality in this generation (Suppat
and Fa’athin, 2019). Muslim women improved their status in society and chose to pursue
careers rather than being housewives. For this reason, they independently use their money,
including buying products for children. However, being millennial can be quite challenging
and complicated because of being young parents. With access to the internet, they may
search for all information they require online. There are several websites and social media
pages available for Muslim parents such as www.muslimparents.org.uk, Islamweb.net,
Facebook page Islamic parenting and many other online sources targeting parents with
access to online media.
According to Wilson (2012), Islamic marketing is still relevant in today’s context.
This is a marketing approach that uses Islamic moral values as its baseline. According
to Wilson et al. (2013), Muslim youth are becoming “westernized” with the consumption
of Western products such as wearing jeans. However, they still have a strong
connection with their Islamic values. In the Islamic market segmentation, Muslims
have a strong relationship with the Qur’an, which influences cultural norms and
practices (Wilson, 2012). Therefore, marketers have to consider Islamic culture and
behavior elements when preparing adverts.

The effects of perceived informativeness on perceived advertising value

The growing power of the internet has transformed the world into a small virtual place.
Most millennials are connected through technology. They are diverting from traditional
advertisement channels and use social media platforms to assess the latest information. The
significant impacts of social media advertising on our lifestyles have a strong connection
with millennials’ preferences (Arora et al., 2018). Advertising can be defined as “a paid
mediated form of communication from an identifiable source, designed to persuade the
receiver to take some action now or in the future” (Richards and Curran, 2002, p. 74).
However, Muslims have different views about advertising.
Consumers seek information online because it is more convenient and can be
accessed anytime. Informativeness is associated with advertisements’ ability to inform
consumers about alternate product information (Dehghani et al., 2016; Arora and
Bhawna, 2020; Rodriguez, 2018). Muntinga et al. (2011) stated that consumers using
social media are mainly looking for information related to products they were
interested in buying. Culture may also affect the way consumers sort of information (De
Mooij and Hofstede, 2010). In a collective-oriented community, they are willing to seek
more product information (Erdem et al., 2006). Social media helps to interact and share
between individuals. According to Dao et al. (2014), consumers in Southeast Asia
consider this form of advertising as informative. Adequately designed advertising with
the right message is vital in a Muslim society.
Some studies show that advertising practices in Muslim consumers have connections
with Islamic teaching (Wilson and Liu, 2011; Shafiq et al., 2017). In social media advertising,
informativeness may lead to a positive perception of the advertisement based on consumers’
interests (Zeng et al., 2009). Consumers use it as the primary source of information with a
positive effect on the perceived value of advertising (Dao et al., 2014). Therefore, the
following hypothesis is proposed:
 H1. Informativeness has a positive effect on Muslim millennial parents’ perceived value Evaluation of
of advertising in social media. social media
advertising
The effect of perceived advertising entertainment on perceived advertising values
Advertising value offers better communication and self-control and response (Yang et al.,
2013). Interactivity is a critical element in connecting consumers and vendors through
personalized messages (Wang et al., 2017). For example, many studies have found that
advertisers can obtain more immediate and direct feedback from customers because of their
interactivity (Kim and Han, 2014). The importance of interactivity is widely accepted for
consumers’ behavior, especially in response to mobile advertising (Wang et al., 2017).
Advertising satisfies consumers’ hedonic needs by offering pleasure, emotional release,
diversion and enjoyment (Dehghani et al., 2016). According to Muntinga et al. (2011),
customers use social media for enjoyment, relaxation and passing the time. The content
provides entertainment values that largely depend on the execution styles of the ad,
including interactivity, message appeals and direct virtual experience, which are popular on
social media sites (Zhang and Mao, 2016). Moreover, the entertaining aspect increases the
marketing message (Hoffman and Novak, 2012). According to Rodriguez (2018), millennials
expect television advertisements to be as informative as social media. The entertainment
represents the likeability of an ad, as well as the pleasure and enjoyment to consumers (Zhou
and Bao, 2002). An advertisement’s ability to entertain depends on the effectiveness of a
message received (Wang and Sun, 2010). Dao et al. (2014) established that entertainment in
advertising has a positive effect on perceived value. For this reason, the second hypothesis
proposed is as follows:

H2. Entertainment has a positive effect on Muslim millennial parents’ perceived value
of advertising in social media.

The effect of perceived credibility on advertising values

Credibility plays a significant role in determining advertisement effectiveness and value
(Zha et al., 2015). The rise in trust for online media is because of its ability to include honest
and open information by providing reviews and ratings from other consumers (O’Connor
et al., 2016). Therefore, Web advertising’s credibility can be very challenging for many
companies (Aydogan et al., 2016). Yang et al. (2013) stated that customers might avoid or fail
to respond to advertisements in case they doubt their authenticity. In general, credibility
includes the honesty, believability and truthfulness of the given content of advertising
(McKenzie and Lutz, 1989). Consumers are reluctant to take risks in buying products,
preferring something more secure and trustworthy (Erdem et al., 2006; De Mooij and
Hofstede, 2010). Collective consumers such as millennials in South East Asian countries,
tend to follow suggestions and believe that their friends are credible information sources
(Erdem et al., 2006). Today’s consumers perceive the benefits of social media advertising
such as information credibility and savings in time and energy. Liu et al. (2012) confirms
that credibility has a positive effect on advertising value. Therefore, the following
hypothesis is proposed:

H3. Advertising credibility has a positive effect on Muslim millennial parents’ perceived
value of advertising in social media.
JIMA The effect of advertising value on brand awareness
Arnold (2018) stated that 71% of millennial parents found useful suggestions from social
media. More than 90% found online sources helpful in parenting, including advise on what
is right for their kids and family. They are often used to find a solution in case of difficulties
in handling kids (Myrick, 2016). According to Arnold (2018), social media is becoming the
main source of information for millennial parents, sharing stories, and determining brands
to buy.
Advertising value is a subjective evaluation of the relative worth or utility of an advert to
consumers (Zha et al., 2015; Dao et al.,2014; Logan, 2014). Therefore, the value can be used to
learn and assess the effectiveness of social media advertising. The brand is an essential
element in linking consumers and marketers (Tsimonis and Dimitriadis, 2014). Brand
awareness refers to the recognition or memory of a brand (Huang and Sarigollu, 2012).
Studies show that social media significantly influence how brand awareness was built and
raised (Stephen and Toubia, 2010). Knowledge makes consumers more confident while
making purchasing decisions by reducing perceived risk (Dawar and Parker, 1994). Eckler
and Bolls (2011) found that advertising on Facebook ads strengthens the local product’s
brand awareness. Indonesia has collective consumers appreciating advertising and seeing
the value in the ads (Dao et al., 2014). Cobb-Walgren et al. (2013) established that advertising
value positively affects brand awareness. Therefore, the following hypothesis is proposed:

H4. Advertising value has a positive effect on Muslim millennial parents’ brand
awareness.

The effect of brand awareness on purchase intention

Purchase intention is one of the most noteworthy indicators of advertising effectiveness
(Zhang and Mao, 2016; Dao et al., 2014; Arora and Bhawna, 2020). McKenzie and Lutz (1989)
and Dao, et al. (2014) reported that the attitude toward an ad affects brand awareness and
purchase intentions. Moreover, Zha et al. (2015) found links between advertising value and a
positive behavioral intention in the social media environment. Advertising value has a
strong connection with purchase intention (Kim et al., 2013). Previous research established
that purchase intention is the best indicator of advertising effectiveness and may be affected
by the attitude toward the ad (Dehghani and Tumer, 2016). According to Zeng et al. (2009),
advertising value relates positively to behavior intention in the social media environment.
Also, studies recognize that advertising value is the main reason for consumers’ purchase
intention (Kim et al., 2011). Arora and Bhawna (2020) and Dao et al. (2014) found that
consumers’ reviews promote brand awareness and affect their purchase intention. Similarly,
Dehghani et al. (2016) established that millennial brand awareness positively influences
purchase intentions. For this reason, the following hypothesis is proposed:

H5. Brand awareness has a positive effect on Muslim millennial parents’ online
purchase intention.

Theoretical framework
The following diagram shows a theoretical framework for this study (Figure 1).

Methodology
This research identifies critical factors for Muslim millennial parents in response to
advertising. The study uses a mixed-method, combining qualitative and quantitative
approaches (Creswell et al., 2011; Bryman, 2006, p. 106). This is because a more Evaluation of
comprehensive account of the area of inquiry can be identified using both qualitative and social media
quantitative approaches.
At the first stage, information is collected from social media using the netnography
advertising
method. As part of Muslim millennial parents, researchers also participated in the
discussions. A content analysis of the social media review, criticism and testimony was then
conducted. Recurring terms/words or factors on online reviews and discussions were
analyzed using Atlantis.ti Version 8 qualitative software. A Facebook page of rendang for
kids selling traditional Indonesian foods for children, was chosen. This qualitative phase’s
objective was to determine the factors that parents need to know before making purchase
decisions.
In the second stage, the quantitative phase, online questionnaires were distributed.
Joubert and Kriek (2009) highlighted the popularity in collecting data using a Web-based
survey for psychological assessment. In this study, a purposive sampling technique was
used. The respondents were chosen based on certain criteria relevant to the context of the
study. The online questionnaires were circulated to Muslim millennials in West Sumatra.
Millennials are individuals born between the years of 1980 and 2000 (Guraõu, 2012). The
respondents in this study were parents with children between 5 to 10 years of age. The
surveyors used initial filtering questions on the year respondents were born, kids and
activeness, as well as familiarity with promoted brands.
Once the prospective respondents answered “yes” to all the opening questions, they
proceeded to the next questions; otherwise, they leave the survey. According to Fimela
(2018), Indonesia has the fastest marriage age range, with an average of 21 years of age. This
is influenced by several factors, especially pressure from family, environment and religious
reasons. For instance, Indonesian Muslim people believe that marriage means fulfilling half
of their religious vows. For this reason, many decide to get married earlier, especially
women. It is also very common to see a young couple at the age of 20–40 years old, with
children between 5 to 10 years old.
Data collection took three months, specifically between September and November 2019.
The link to the online questionnaires was circulated to some social media pages selling food
products for kids in West Sumatra. The questionnaires were distributed online. Online
personal messages were also used to approach social media users based on the inclusion
criteria. This survey was voluntary and respondents could decide to leave the survey at any
time in case they felt uncomfortable. Moreover, a total of 210 data were successfully
gathered for this study, though 204 could be used for further analysis. A structural equation
modeling technique was used for data analysis. The partial least squares-structural
equation modeling (PLS-SEM) was selected because of its powerful predicting capability
(Henseler and Chin, 2010). The researchers used a WarpPLS software package for data
analysis. Also, WarpPLS is useful for the analysis of small samples (Hair et al., 2013).

Informaveness
H1

H2 Perceived H4 H5
Brand Purchase
Entertainment Adversing
Awareness Intenon
Value
Figure 1.
H3 Theoretical
Credibility
framework
JIMA Results
Qualitative phase
In the qualitative phase, word-count tools were used to determine the word list and
statements mostly mentioned in social media using Atlantis.ti version 8 software. The
findings showed that important words include non-monosodium glutamate (MSG), Halal,
natural ingredients, tasty, healthy, not-spicy. Table 2 shows some Islamic sounds’ words
such as “halal” (has no unlawful ingredient), “mashaAllah” (is used to express appreciation,
joy, praise) and “Alhamdulillah.” This means they use the Islamic concept as a baseline to
discuss food products’ choices for their children. This is in line with Wilson (2012), which
stated that Muslims’ strong connection with the Qur’an influences cultural norms and
practices. In this study, parents use their Islamic phrases in the online social media review
and discussion. Also, West Sumatran people have strong religiosity that affects their
judgments of products (Sari et al., 2017).
From Table 2, there were five dominant topics of discussion in social media. The highest
recurring include ingredients, non-MSG, halal, healthy, delicious and not spicy. This means
parents expect food products for their kids to be halal, delicious and healthy, a concept is
known as halalalan toyyibba. Halal means that the food would only contain lawful
materials based on religion and toyyibb means good for health. This result shows the role of
parents in purchase decisions (Naumosvka and Milenkovska, 2017). The finding of the first
phase is the baseline confirmed in the second quantitative phase.

Quantitative phase
A total of 204 respondents participated in the quantitative phase of this study. Most of them
were female and saw at least one–five times the advertising of product targeting kids per
day in the past week. At this second stage, the questionnaires were analyzed and the
research model was tested. In total, 42.6% of respondents claimed that they had used
smartphones for over 10 years. The majority of respondents are heavy users of social media.
They are actively involved in sharing and commenting on social media posts. Figure 2
shows that the majority of the respondents, specifically 108, choose Facebook for
information about food products, followed by Instagram and YouTube with 69 and 21
people, respectively.

Measurement model
To evaluate a good measurement model, three indexes, including reliability, convergent and
discriminant validity, were used. These indexes are commonly used to determine whether a
study has appropriate variables and to ensure constructs are reliable and valid.

Code Word counts Example of statement

Alhamdulillah 51 Alhamdulillah, it is my kids favorite

Delicious 58 it looks good, delicious, my kids love it
Halal 57 Nice to see the halal logo
Healthy 54 Good protein sources for my children, very healthy for them
Ingredients 62 Good to know that they made of beef meat and eel, the picture
of eel and beef on the packaging looks attractive
Table 2. Non-MSG 54 I always buy non-MSG food for my kids. Important to know
Dominant word list that these food products do not have MSG as well
and statements Not-spicy 54 Very suitable for my children because it is not spicy
Composite reliability shows that the study has a reliable measure model with values Evaluation of
greater than 0.8, as explained in Hair et al. (2014). Further, the loading for an social media
individual item indicates an acceptable range for reliability measurement, which are
all above 0.7.
advertising
Convergent validity was determined to ensure the indicators used came from the same
construct. The average variance extracted (AVE) was used to explain a convergent validity
based on Hair et al. (2014). The rule of thumb is that the AVE should be at least 0.5, which
means the latent variable explains at least 50% of variances. Table 3 shows that the AVE
values in this study are all above 0.70. Furthermore, the constructs used have higher AVE
scores than its correlation with any other latent variable. This means that the discriminant
validity is met because each variable has more variance with its indicators than others (Hair
et al., 2014).

Structural model
The result shows that the model has a relevant framework for explaining essential factors in
social media advertising. The perceived value of advertising strengthens brand awareness.
In the end, stronger brand awareness would lead to a stronger purchase intention for the
Muslim millennial parents used, as shown in Table 4.
Table 4 confirms that fit and quality indices models have good results. Around
61% of changes in advertising value can be explained by informativeness, credibility
and entertainment. Approximately 29.5% of changes in brand awareness can be
defined by perceived advertising value. Also, about 55% of changes in online
purchase intention can be explained by brand awareness. Based on the value of
Stone–Geiser Q 2 , the model has predictive relevance because all three values are
greater than 0.
Figure 3 shows a research model analyzed by the WarpPLS program.
Informativeness has a significant effect on the perceived value of advertising ( b = 0.35;
p < 0.01), which means H1 is supported. Entertainment has a positive and significant
effect on the perceived value of advertising ( b = 0.48; p < 0.001), and therefore, H2 is
supported. Credibility also has a positive and significant effect on the perceived value
of advertising ( b = 0.16; p < 0.01), which means H3 is supported. Furthermore, the
result indicates that the perceived value of advertising has a positive and significant
effect on brand awareness ( b = 0.54; p < 0.001), supporting H4. As brand awareness
has a positive and significant impact on purchase intention ( b = 0.74; p < 0.001), H5 is
also supported.

Figure 2.
Favorite social media
for Muslim millennial
parents
JIMA Variables Item AVE Composite reliability

Informativeness – 0.83 0.87

IN.1 advertisements are valuable sources of information on food 0.98 – –
products for my kids
IN.2 advertisements on social media show the products for kids I 0.95 – –
am looking for
IN.3 advertisements on social media help me keep up to date 0.95 – –
about products for kids available in the marketplace
Entertainment – 0.77 0.88
EN1. advertisements about products for kids in social media are 0.94 – –
entertaining
EN.2. advertisements on social media about food products for kids 0.94 – –
are more enjoyable than other media content
EN.3 I feel pleasure thinking about what I saw, heard or read in 0.89 – –
advertisements for food products for kids
EN.4 advertisements on social media about food for kids are 0.75 – –
interesting
Credibility – 0.87 0.91
CR.1 advertisements on social media about foods for kids are 0.96 – –
credible
CR.2 advertisements on social media about foods for kids are 0.99 – –
trustworthy
CR.3 advertisements on social media about foods for kids are 0.99 – –
believable
Perceived advertising value – 0.87 0.91
AV.1 advertisements about foods for kids are useful 0.92 – –
AV.2 advertisements about foods for kids are valuable 0.97 – –
AV.3 advertisements about foods for kids are important 0.96 – –
Brand awareness – 0.83 0.90
BA.1 I can recall the brand of food products for kids in social 0.95 – –
media
BA.2 I can recognize the brand of food products for kids in social 0.99 – –
media
BA.3 there are brands of food products for kids on the top of my 0.96 – –
mind
BA.4 relate to the product category of food products for kids 0.79 – –
Purchase intention – 0.88 0.93
PI.1 buy food products from social media from my kids’ 0.99 – –
advertisers in the near future
PI.2 I intend to purchase food products for my kids through these 0.94 – –
social media in the near future
Table 3. PI.3 I will purchase these food products for my kids through social 0.97 – –
Items and its loading, media in the near future
AVE and composite PI.4 I expect to purchase food products for my kids because of 0.99 – –
reliability these social media in the near future

Endogen/dependent variable R2 Q2
Table 4.
Results of R2 and Advertising value 0.610 0.610
Stone–Geiser Q2 Brand awareness 0.295 0.295
estimates Purchase intention 0.550 0.549
 Evaluation of
social media
advertising

Figure 3.
Estimated
parameters in the
structural equation
model

Discussion
The effect of informativeness on the perceived value of advertising
The figure shows that informativeness has a significant effect on the perceived value of
advertising ( b = 0.35; p < 0.01), supporting H1. This result is in line with Dao et al. (2014),
which suggested that informativeness has a positive and significant effect on the perceived
value of advertising. Some previous studies on social media advertising also support the
finding of this study. For example, Dehghani et al. (2016) examined the importance of
informativeness on the perceived value of advertising, focusing on an evaluation of young
consumers about YouTube advertising on YouTube. Homburg et al. (2010) found that brand
awareness significantly drives market performance. This link is moderated by market
characteristics and organizational buyers. In line with this, Yang et al. (2013) claimed that
the implementation of both technologies–use and emotion-based issues are the success
factors for mobile marketing and advertising. Grewal et al. (2016) stated that online
marketing could be beneficial for its users because it may provide information on products
and services. Feng et al. (2016) studied mobile advertising and established extrinsic and
intrinsic motivation in seeking information. Online advertising is a brilliant strategy for
today’s marketers to compete and share information with their potential consumers (Lu
et al., 2019). Some studies confirmed consumer-specific behavior in relation to online
marketing (Grewal et al., 2016; Okazaki and Barwise, 2011; Feng et al., 2016; Haq and
Ghouri, 2017; Lu et al., 2019). Therefore, social media and online advertising were perceived
as the best way to reach a potential audience.
Marketers need to design informative advertising in social media, which is a good source
of information for Muslim millennial parents. The information needs to be up to date and
helpful for the audience to make an online purchasing decision. Muslim and non-Muslim
consumers may expect different information related to their religious teaching. For Muslims,
important information may relate to something critical based on their religion. The concept
of halal and the mentioned ingredients are important for Muslim consumers’ (Wilson and
JIMA Liu, 2011). As they follow the ruling of the Quran and Hadith, this information also needs to
be mentioned clearly in the advertising.

The effect of entertainment on the perceived value of advertising

The results show that entertainment has a positive and significant effect on the perceived
value of advertising ( b = 0.48; p < 0.001). This is in line with the study of Dao et al. (2014),
which stated that entertainment has a positive and significant effect on the perceived value
of advertising. Furthermore, the research is supported by Dehghani et al. (2016), which
established that entertainment as an independent variable has a positive and significant
influence on the perceived value of advertising. In this study, entertainment has the
strongest effect ( b = 0.48), compared to informativeness ( b = 0.35) and credibility ( b =
0.16), in predicting perceived advertising value. In Logan (2014), 259 millennials believed
Facebook advertising provided sufficient information, though it was most effective if it was
found to be entertaining.
Hassan et al. (2013) concluded that millennials prefer to watch advertising on Facebook
because it was informative and entertaining. According to Uparimart (2018), entertainment
is a significant predictor of attitude toward social media advertising. It impacts their
behavioral responses such as clicking ads. Yang et al. (2013) prove the application of the
theory of reason action (TRA) on online advertising. Furthermore, the study found that
entertainment has a significant effect on attitudes, intentions and behaviors. Jambulingam
et al. (2019) stated that pleasure contributes to buying a product on Facebook
advertisements by adding “like clicks” on what is entertaining.
The entertainment aspect is critical in the marketplace, though it needs to be
supplemented with other variables. Rodriguez (2018) stated that millennials expect
television advertisements to be as informative as social media. Similarly, social media
advertisements were supposed to be as entertaining as television advertisements. A
previous study also showed that the expectation of customers to receive and the entertaining
message is critical (Zhou and Bao, 2002). The more entertaining a message, the higher the
effectiveness (Wang and Sun, 2010). According to Dao et al. (2014), the entertainment
element has a positive effect on the perceived value of advertising. Therefore, advertising
has to be entertaining, interesting and enjoyable to attract parents.

The effect of credibility on the perceived value of advertising

Credibility has a positive and significant effect on the perceived value of advertising ( b =
0.16; p < 0.01). It has a positive and significant effect on the perceived value of advertising.
This is in line with Arnold (2018), which stated that social media is becoming the main
source of information for millennial parents. The results of this study are in line with
Dehghani et al. (2016), which established that credibility as an independent variable has a
positive and significant influence on the perceived value of advertising. Several factors
influence the way credibility affects the perceived value of advertising. This is because the
advertisements for food products for kids have values that make consumers interested. The
ads display testimonials, products offered and interesting advertisements, providing a sense
of trust. This is in line with Gaber et al. (2019) and Arora and Agarwal (2019), which
established that credibility positively and significantly influences customers attitude toward
the advertisement. Furthermore, Saadeghvaziri and Hossein (2011) stated that credibility
has a positive and significant influence on attitude toward the advertisement. Hence, it is
imperative to pay attention to the authenticity of the messages in social media advertising.
Muslim millennial parents want the message in social media to be credible, trustworthy and
believable, especially because they made these decisions for their children. The Halal
symbol and clear ingredients can also be an option for a credible message for Muslim Evaluation of
customers. social media
advertising
The effect of the perceived value of advertising on brand awareness
The results show that the perceived value of advertising has a positive and significant effect
on brand awareness ( b = 0.54; p < 0.001). This is in line with Dao et al. (2014), which stated
that the perceived value of advertising has a positive and significant effect on online
purchase intention. Furthermore, Ashman et al. (2015) reported that the perceived value of
advertising has a positive and significant impact on online purchase intention. In cases
where the advertisement provides value, the prospective consumer is most likely to buy the
product advertised after watching the ad. Gaber et al. (2019) stated that informativeness and
lack of irritation had a significant influence on the brand’s attitude. Value is a useful tool for
measuring the effectiveness of advertising (Arora and Bhawna, 2020; Arora et al., 2018;
Rodriguez, 2018). Therefore, the perceived value of advertising influences customer
awareness of the brands. Once Muslim millennial parents saw a useful, valuable and
essential advert, they remember the brands. Based on the result of the qualitative phase and
studies on Muslim customers’ responses toward the ads, advertisements targeting Muslims
should consider social factors such as family, tradition and culture (Kamassi, 2019). In line
with findings in this study, increasing value in social media ads enhances brand awareness
for Muslim millennial parents.

The effect of brand awareness on online purchase intention

Brand awareness has a positive and significant effect on purchase intention ( b = 0.74; p <
0.001). This assertion is in line with Dehghani et al. (2016), which evaluated the influence of
YouTube advertising for the attraction of young customers. The study established that
brand awareness has a positive and significant effect on purchase intention. Arora and
Bhawna (2020) also reported a significant role of informativeness, entertainment, credibility,
incentives, pre-purchase search motivation and social escapism motivation in predicting
attitudes toward social media advertising on 472 users. These results are in line with Shahid
et al. (2017) and Rodney and Wakeham (2016), which concluded that social media marketing
communications have a significant influence on the hierarchy response model attitude
stages. According to Leung et al. (2017), motivation, congruity and attitudes toward ads on
marketing are critical. The study established that ad clicks affected purchase intention in
the research model. This study concludes that the more parents remember the brands, the
stronger their intention to purchase. Social media advertising is effective in attracting
Muslim millennial parents to buy products for their kids.

Conclusions
The findings of this study show that Muslim millennial parents are active on social media.
There is an equal chance for parents to access mobile marketing. Parents appreciate this
form of advertisement as reliable sources of information regarding products for their kids.
They acknowledge the importance of religious and Islamic elements in finding correct food
for their kids such as halal labels. However, they also expect something more such as the
items being healthy and of good taste.
Informativeness, entertainment and credibility have positive impacts on the perceived
value of advertising related to food products for kids. This shows that respondents might
feel the value of information in a food product for ads. Compared to the other to
informativeness and credibility, which also predict the perceived value in advertising,
JIMA

Figure 4.
Example of
packaging

entertainment has the strongest effect. In this case, an advertisement entertains by

displaying funny animations and unique and creative packaging.
Millennial parents use social media as a source of information. The increase in the
perceived value of this platform raises brand awareness. Respondents are familiar with the
names of some products advertised. The higher the brand awareness, the greater
the purchase intention. This means social media advertisement is quite effective in building
brand awareness for millennial parents.

Managerial implications
Informativeness, entertainment, and credibility have a positive and significant impact on the
perceptive value of advertising in a food product for kid’s ads. Therefore, marketers need to
be up to date with information related to products and their choices. The sources need to be
credible with trustworthy and entertaining information. This study shows that parents
appreciate the contents of the ads. The result of estimated parameters in the SEM model
confirms that entertainment has a more substantial effect than informativeness and
credibility for Muslim millennial parents. For this reason, marketers need to pay attention to
this issue.
Fun can be achieved by the verbal-visual language of advertising. There is an example of
products for kids in Indonesian social media advertising targeting millennial parents. It
shows the fun element of packaging with information about products, including the
halalness. The choice of bright, bold, lively colors can be attractive for parents. All, elements
in the product should also be interesting enough for children. The use of animals, cartoons
such as the dancing cow wearing black sunglasses along with funny words means this can
be a good ad. This study shows that ads need to be informative, entertaining and credible.
The critical elements related to Islamic teaching also need to be mentioned, including the
Halal logo. Based on the qualitative phase of this study, parents concern about detailed
information about products. On the bottom right of Figure 4, the Halal logo, together with
the other symbol providing information such as non-MSG, delicious, healthy and not spicy,
is shown. Marketers should include all these elements to attract Muslim millennial parents.
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About the authors

Dessy Kurnia Sari got her PhD from the UWA Business School, the University of Western Australia.
She received a Master of Business (Advanced) from the University of Queensland, Australia. Her
research interests focus on Islamic marketing, cross-cultural consumer studies, Muslim consumers,
boycott behavior, as well as Muslim’s choices of foreign products and brands. She is an Assistant
Professor at the Department of Management, Universitas Andalas, Indonesia. Dessy Kurnia Sari is
the corresponding author and can be contacted at: dessyks@eb.unand.ac.id
Suziana Suziana is a Lecturer at the Department of Management, Universitas Andalas, Indonesia.
Her research interest focuses on marketing management. She is now doing her PhD in Universiti
Selangor Malaysia.
Donard Games is an Assistant Professor at the Department of Management, Universitas Andalas,
Indonesia. He gets his PhD from the University of Western Australia Business School. His research
interests include SME innovation, ethnic entrepreneurship and Islamic entrepreneurship.

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