Does Islamic Ethical Values Have Roles To Play? The Effects Of Tv Advertisements Towards Malaysian Children’s Buying Behavior

  • Naail Mohammed Kamil Faculty of Business, Accountancy and Management, SEGI University, No. 9, Jalan Teknologi, Taman Sains Selangor, Kota Damansara PJU5, 47810 Petaling Jaya, Selangor D.E., Malaysia
  • Mohammed Borhandden Musah Faculty of Education, Universiti Teknologi Malaysia, Skudai 81310, Johor Bahru, Malaysia
  • Noraida binti Mohd Hatta International Center for Continuing Education (ICCE), International Islamic University Malaysia, P. O. Box 10, Jalan Gombak, 53100 Kuala Lumpur, Malaysia.

Abstract

TV Advertisements play important roles on customers in choosing goods or services and especially are more effective on children as consumers. This study investigates the extent to which TV advertisement contributes towards Malaysian children’s buying behaviour and to what extent these advertisements comply with Islamic ethical values. A qualitative research approach was employed for data collection. In-depth interviews were conducted with four parents. Participants were of different backgrounds and possess not less than 10 years of work experience. The results show that TV advertisements do contribute to children buying behaviour in Malaysia. The study revealed that; (1) Malaysian children resort to throwing tantrums to get parents to buy products regardless of products’ relation to Islamic ethical values, (2) there is a connection between the age of a child and his/her understanding of an advertisement in relation to Islamic ethical values, (3) children learn to relate to brand names at an early age, recognising brand names in stores, developing preferences for some brands over others, and requesting branded items by name, yet, most face a bit of a challenge relating to its ethicality based on Islamic values and (4) Depending on children’s family upbringing, education and training, children tend to develop and relate Islamic ethical values to TV advertisements as well as their spending behaviour. In terms of practical implication, there seem to be less emphasis placed on Islamic ethical values of advertisements in Malaysia especially those targeting children, which could be due to fierce classical capitalist competitions in the 21st century corporate world.

Does Islamic Ethical Values Have Roles To Play? The Effects Of Tv Advertisements Towards Malaysian Children’s Buying Behavior
Published
2017-02-01
How to Cite
KAMIL, Naail Mohammed; MUSAH, Mohammed Borhandden; BINTI MOHD HATTA, Noraida. Does Islamic Ethical Values Have Roles To Play? The Effects Of Tv Advertisements Towards Malaysian Children’s Buying Behavior. Journal of Islamic Management Studies, [S.l.], v. 1, n. 1, p. 72-88, feb. 2017. ISSN 2600-7126. Available at: <http://publications.waim.my/index.php/jims/article/view/10>. Date accessed: 22 may 2022.

Most read articles by the same author(s)