Exploring the Nexus between Digital Marketing and Halal Consumer Behavior: A TikTok-Based Study
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Tittle
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Exploring the Nexus between Digital Marketing and Halal Consumer Behavior: A TikTok-Based Study
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Conference Acronym
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IHSATEC 2025: 18th HASIB
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DOI Number
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doi.org/10.31098/HST25172
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Conference Date
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December 18, 2025
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presented at
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The International Halal Science and Technology Conference 2025 (IHSATEC): 18th Halal Science Industry and Business (HASIB)
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Poster Author(S)
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Nor Surilawana Sulaiman
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Conference Theme
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(IHSATEC 2025: 18th HASIB)
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Abstract
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Background – The rapid growth of social media platforms like TikTok has transformed marketing strategies, particularly in niche markets such as halal businesses.
Purpose – This research explores how TikTok influences consumer behaviour, brand perceptions, and purchase intentions in the halal business sector, focusing on halal cosmetics, fashions, and food products. By examining variables such as influencer credibility, content marketing, social media interaction, and customer engagement, the study seeks to identify key factors that drive purchase intentions among Muslim consumers on TikTok.
Design/methodology/approach – The research will employ qualitative methods, including surveys and interviews with TikTok users, to analyse the impact of the company's marketing strategies on halal product consumption.
Findings – The findings are expected to offer practical recommendations for halal business marketers to optimise their social media presence and engagement to enhance brand trust and consumer loyalty.
Research limitations – The limitations of the study only focus on TikTok mobile commerce, not including other mobile commerce platforms.
Originality/value – The novelty of this study lies in being among the first to systematically analyse TikTok as a platform for halal product promotion, integrating perspectives from digital marketing, Islamic consumer behaviour, and consumer engagement, thereby filling a gap in both theory and practice.
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Publisher Name
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Yayasan Sinergi Riset dan Edukasi
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Publication Date Online
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December 18, 2025
