The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator
This study examines the role of Muslim influencers in presenting high-quality Islamic content and influencer physical attractiveness on social media consumption, with a focus on the mediating effect of influencer likeability. Drawing on Uses and Gratifications Theory (UGT), the research contributes...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas 17 Agustus 1945 (UNTAG) Semarang
2025-01-01
|
| Series: | Media Ekonomi dan Manajemen |
| Subjects: | |
| Online Access: | https://jurnal.untagsmg.ac.id/index.php/fe/article/view/5244 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593969362501632 |
|---|---|
| author | Robiansyah Robiansyah Khusnul Khotimah Aisyah Trees Sandy Saida Zainurossalamia |
| author_facet | Robiansyah Robiansyah Khusnul Khotimah Aisyah Trees Sandy Saida Zainurossalamia |
| author_sort | Robiansyah Robiansyah |
| collection | DOAJ |
| description | This study examines the role of Muslim influencers in presenting high-quality Islamic content and influencer physical attractiveness on social media consumption, with a focus on the mediating effect of influencer likeability. Drawing on Uses and Gratifications Theory (UGT), the research contributes to theory development by exploring how Muslim influencers fulfill the social and religious needs of their audience through engaging content and physical attractiveness. The study targets 396 public university students who actively engage with influencer content on social media. Structural Equation Modeling (SEM-PLS) confirms that influencer likeability significantly mediates the relationship between Islamic content quality, physical attractiveness, and social media consumption. The findings show that both Islamic content quality and physical attractiveness positively influence likeability, which in turn enhances social media consumption. From a theoretical perspective, this research advances UGT by highlighting how religious and cultural factors shape media consumption in the digital age. Managerially, it provides marketers and content creators with insights on balancing content quality and influencer physical attractiveness to boost engagement and consumption, particularly in culturally and religiously sensitive markets. |
| format | Article |
| id | doaj-art-f465577b8de64337aec93dd767ccafc5 |
| institution | Kabale University |
| issn | 0854-1442 2503-4464 |
| language | Indonesian |
| publishDate | 2025-01-01 |
| publisher | Universitas 17 Agustus 1945 (UNTAG) Semarang |
| record_format | Article |
| series | Media Ekonomi dan Manajemen |
| spelling | doaj-art-f465577b8de64337aec93dd767ccafc52025-01-20T07:46:15ZindUniversitas 17 Agustus 1945 (UNTAG) SemarangMedia Ekonomi dan Manajemen0854-14422503-44642025-01-01401425910.56444/mem.v40i1.52441983The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as MediatorRobiansyah Robiansyah0Khusnul Khotimah1Aisyah Trees Sandy2Saida Zainurossalamia3University of MulawarmanUniversity of MulawarmanUniversity of MulawarmanUniversity of MulawarmanThis study examines the role of Muslim influencers in presenting high-quality Islamic content and influencer physical attractiveness on social media consumption, with a focus on the mediating effect of influencer likeability. Drawing on Uses and Gratifications Theory (UGT), the research contributes to theory development by exploring how Muslim influencers fulfill the social and religious needs of their audience through engaging content and physical attractiveness. The study targets 396 public university students who actively engage with influencer content on social media. Structural Equation Modeling (SEM-PLS) confirms that influencer likeability significantly mediates the relationship between Islamic content quality, physical attractiveness, and social media consumption. The findings show that both Islamic content quality and physical attractiveness positively influence likeability, which in turn enhances social media consumption. From a theoretical perspective, this research advances UGT by highlighting how religious and cultural factors shape media consumption in the digital age. Managerially, it provides marketers and content creators with insights on balancing content quality and influencer physical attractiveness to boost engagement and consumption, particularly in culturally and religiously sensitive markets.https://jurnal.untagsmg.ac.id/index.php/fe/article/view/5244influencer likeabilitysocial media consumptionislamic content qualityinfluencer physical attractiveness. |
| spellingShingle | Robiansyah Robiansyah Khusnul Khotimah Aisyah Trees Sandy Saida Zainurossalamia The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator Media Ekonomi dan Manajemen influencer likeability social media consumption islamic content quality influencer physical attractiveness. |
| title | The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator |
| title_full | The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator |
| title_fullStr | The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator |
| title_full_unstemmed | The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator |
| title_short | The Roles of Islamic Content Quality and Physical Attractiveness of Muslim Influencer on Social Media Consumption: Likeability as Mediator |
| title_sort | roles of islamic content quality and physical attractiveness of muslim influencer on social media consumption likeability as mediator |
| topic | influencer likeability social media consumption islamic content quality influencer physical attractiveness. |
| url | https://jurnal.untagsmg.ac.id/index.php/fe/article/view/5244 |
| work_keys_str_mv | AT robiansyahrobiansyah therolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT khusnulkhotimah therolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT aisyahtreessandy therolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT saidazainurossalamia therolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT robiansyahrobiansyah rolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT khusnulkhotimah rolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT aisyahtreessandy rolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator AT saidazainurossalamia rolesofislamiccontentqualityandphysicalattractivenessofmusliminfluenceronsocialmediaconsumptionlikeabilityasmediator |