Customer Loyalty in Halal Fashion Brand: The Role of Social Information Processing and Brand Personality
Abstract
This study aims to analyse customer loyalty towards halal fashion brands through the social information processing (SIP) theory and halal brand personality. An online survey was used to collect data among a total of 447 respondents. The hypothesis was tested empirically using a variance-based structural equation model. This study proves that SIP is a "process" from information capture to information use experienced by social media users which then influences halal brand personality and customer loyalty. This is supported by the significant results of hypothesis testing between information capture and information use; and between information use and halal brand personality and customer loyalty. Finally, this study proves the important roles of social media content information processing and halal brand personality play in influencing customer loyalty to halal fashion brands. For creating customer loyalty halal fashion brands must utilise social media platforms to effectively communicate their values and commitment to halal principles. Brands must actively engage with customers on social media by responding to questions, addressing concerns, and seeking feedback. Halal fashion brands can collaborate with influencers who align with their values and target audience. Additionally, brands should focus on providing high-quality products and services that meet the expectations of halal-conscious customers. Lastly, brands must continually monitor and analyse social media data and information to gain insight into customer preferences and behaviour. This study is initial empirical research that explains SIP as a "process" that influences halal brand personality and customer loyalty in the context of halal fashion brands.
Keywords: Social information processing, halal brand personality, customer loyalty, halal fashion, social media content.
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