Abstract
This research investigated perils of consumers’ skepticism
towards online advertising and the remedial role of Islamic advertising
ethics in overcoming the perils. To test the proposed hypotheses, data
were collected from 291 university students in three lags. Results indicate
that all three ad characteristics predicated skepticism towards online
advertising. It was also found that skepticism towards online advertising
mediated the relationship between all three ad characteristics and the
ad avoidance behaviour. An important finding came from the role of
Islamic advertising ethics. It was found that Islamic advertising ethics
moderated the relationship between skepticism towards online advertising
and ad avoidance such that higher the Islamic advertising ethics, weaker
the relationship between skepticism towards online advertising and ad
avoidance. The study offers originality by extending the applicability of
Stimulus-Organism-Response (SOR) paradigm to the domain of skepticism
towards online advertising and is one of the first studies to empirically
investigate the role of Islamic advertising ethics in overcoming perils of
skepticism.
Raja Ahmed Jamil, Abdul Qayyum. (2019) Perils of Consumers’ Skepticism towards Online Advertising: The Remedial Role of Islamic Advertising Ethics, Journal of Islamic Business and Management, Vol ume 9, Issue 1.
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