We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Religion, Markets, and Digital Media.
- Authors
Kamarulzaman, Yusniza; Veeck, Ann; Mumuni, Alhassan G.; Luqmani, Mushtaq; Quraeshi, Zahir A.
- Abstract
This study explores the role that social media serves in mediating and connecting religious communities and markets through a netnographic study of the search for halal food in the U.S. We find that social media websites can serve as important tools for overcoming obstacles to finding and verifying halal food sources, including barriers of physical access, authenticity, and quality. At a macro level, social media platforms have the potential to moderate the relationship between religion, the market, and consumption in a number of important ways, such as providing a venue for dialogues related to standards of commitment and faithfulness, serving as a community-based arbiter of standards, supporting identity constructions, and helping to overcome the marginalization associated with minority populations.
- Subjects
UNITED States; HALAL food; FOOD marketing; FOOD &; religion; FOOD industry; DIGITAL media
- Publication
Journal of Macromarketing, 2016, Vol 36, Issue 4, p400
- ISSN
0276-1467
- Publication type
Article
- DOI
10.1177/0276146715622243