Ummi Naiemah Saraih
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Preferred name
Ummi Naiemah Saraih
Official Name
Ummi Naiemah, Saraih
Main Affiliation
Scopus Author ID
57191197363
Researcher ID
AAL-7846-2021

Research Output

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Does visual appeal moderates the impact of attitude towards advertising on brand attitude, attachment and loyalty?

2023 , Muhammad Sufyan Ramish , Muhammad Qamar Zia , Ummi Naiemah Saraih , Junaid Ansari , Julinawati Suanda

Purpose – The aim of this study is to investigate the influence of consumers’ attitude towards advertising on brand attitude, brand loyalty and brand attachment. The study delineates two pathways; the first is an indirect link of attitude towards advertising on brand attachment and brand loyalty through brand attitude, while the second pathway focuses on the moderating role of visual appeal of stock photography on the relationship between attitude towards advertising, brand attitude, brand loyalty and brand attachment. Design/methodology/approach – The data of study were gathered in two-time lags from 431 customers of Islamic banks in Pakistan. The proposed hypotheses were examined using structural equation modeling. Findings – The finding of the study revealed that attitude towards is indirectly related to brand loyalty and brand attachment through brand attitude. The study also found that attitude towards advertising is positively related to brand attitude, brand loyalty and brand attachment and these paths also moderated by visual appeal of stock photography. Practical implications- The paper provides guidelines to the advertiser and management of Islamic banks to decide to attract more customers with low cost by focusing on visual appeal of stock photography.  Originality/value – Previous studies have overlooked the potential influence of attitude towards advertising on brand loyalty and brand attachment through brand attitude. The current study addresses this gap by examining brand attitude as a mediator between these relationships. The study also explored the moderating role of visual appeal in explaining the consumers’ attitude towards advertising and brand.

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Consumers’ religio-spiritual insights in Ramadhan advertisements

2022-06 , Junaid Ansari , Ummi Naiemah Saraih , Adi Anuar Azmin , Muhammad Sufyan Ramish

Consumers get irritated and distracted while watching the Ramadan TV commercials due to the non-availability of the consumers’ religio-spiritual insights and this irritation can sometimes create a negative brand image. Marketers have ‘christmasised’ this spiritual month of Ramadan as they are considering Ramadan a seasonal shopping festival like other western festivals. Marketers reserve almost half of their annual budget for advertising during Ramadan but they are not considering the spiritual aura during this spiritual month when the spiritual contemplations of Muslims are higher than any other Islamic month. This study provides a comprehensive framework that will help marketers to incorporate consumers’ religio-spiritual insights in Ramadan TV commercials so that consumers cannot be irritated and distracted. Some of the important constructs explored in this study include spirituality, religiosity, entertainment, information, and credibility of the source. This exploratory research is conducted by following the guidelines of grounded theory. 25 in-depth semi-structured interviews have been conducted from the consumers having religious, non-religious, and sports/yoga orientations to understand the consumers’ spiritual insights and propose a comprehensive framework.

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Religio-spiritual insights affecting the attitude toward advertising during religious festival: comparison between an irritating and a religious advertisement

2022-08 , Junaid Ansari , Ummi Naiemah Saraih , Adi Anuar Azmin , Safeena Yaseen , Muhammad Sufyan Ramish

Purpose: This study aims to measure the religio-spiritual insights of consumers during religious festivals and compare the results considering the stimuli of two advertisements, i.e., religious and irritating advertisements. When the religio-spiritual insights of the consumers are neglected in the designing of a TV advertisement for a religious festival, in particular, it can lead to irritation and affect the consumers’ attitude toward advertising. Based on the theory of reasoned action (TRA), the mediating effect of religio-spiritual insights was measured between consumers’ attitude toward advertising and independent variables (irritation, credibility, information, good for the economy, and entertainment). Originality/value: This study uses the newly developed instrument of religio-spiritual insights to measure their influence on consumers’ attitudes toward advertising and confirms the mediating effect of religio-spiritual insights between the consumers’ attitude and other constructs, such as credibility, entertainment, information, irritation, and good for the economy. Design/methodology/approach: Two hundred and fifty-five household consumers were selected using the non-probability convenience sampling techniques to collect the responses using the survey method. Each respondent was asked to fill out two questionnaires after watching the attached stimulus advertisement, i.e., one religious and one irritating advertisement. The partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypothesis based on the bootstrapping test. Findings: The results show that religio-spiritual insights significantly mediate attitude toward advertising and other constructs when there was a religious advertisement that depicted religious cues, symbols, and visuals. Contrarily, a non-significant effect of irritation was identified on religio-spiritual insights when there was an irritating advertisement.

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Publication

Innovative work behavior in the Malaysian manufacturing company: what really matters?

2024 , Ummi Naiemah Saraih , Junaid Ansari , Hanim Hamdan , Tiffany Tijang Sim , Mohd Hazmuni Saidin , Nur Syafiqah A. Rahim

Employees' innovative work behaviors (IWB) are essential for the organization as a whole to achieve high development and a competitive advantage in the market. Every firm must develop its system for boosting its employees' IWB as part of subsequent planning to attain the goal, particularly through HRM practices. We might have less information about which practices matter or how much they will correlate with IWB, but existing literature proves that they can have a significant impact on employees' IWB. The current study, therefore, addresses two aspects of HRM: training and development and rewards, to determine which aspect is most helpful in predicting an employee's IWB. The best HRM practices for boosting IWB should also be identified, along with the theoretical justifications for these methods and the relationship between HRM practices and IWB. We used a questionnaire survey to gather information from 170 employees of a manufacturing company in Penang, Malaysia, in order to analyze this research. The connections between all variables were examined using SPSS. In this study, the means for each variable were also presented. According to this research, a high mean indication with the values of μ=4.74 for rewards, μ=4.36 for training and development, and μ=4.70 for rewards IWB was found. The highest correlation between IWB and training and development was found in the Pearson correlation data (r=.362, p=.000), followed by rewards (r=.767, p=.000). The study's conclusions can help human resource practitioners design an HRM system that promotes inventive employee behavior and fosters an innovative workplace.

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Publication

Impact of meme advertising on brand equity

2022-06 , Muhammad Sufyan Ramish , Ummi Naiemah Saraih , Julinawati Suanda , Junaid Ansari

This study has inspected the design of the meme advertising on brand equity among the population of Pakistan and dug into how meme advertising can influence the brand among the target population and if they create a negative or positive effect among them in ultimately enhancing the brand equity. The participants who participated in this research by filling out the survey form were 211, in which 118 were females and 93 were males. These respondents were the ones who are active on social media in Pakistan. These respondents were given a google survey form which consisted of a meme of a renowned brand and questions related to that particular meme and brand. The responses collected from the survey were used further in performing a statistical test on it through Smart PLS. The result obtained from Smart PLS showed that attitude towards meme advertisement mediates between visual appeal and attitude towards brand, attitude towards meme advertisement mediates between entertainment and attitude towards brand, attitude towards meme advertisement mediates between creativity of meme advertisement and attitude towards brand and attitude towards brand mediates between attitude towards meme advertisement and brand equity. Results are further discussed to construct the validity of meme advertising. These findings suggest that meme advertising do have an effect on brand equity, SmartPls approach was used in this research study to judge the conceptual model and hypothesis on the basis of different statistical tests. The research was done on the population of active social users of Pakistan that are forty-six million. The survey has a sample size of 385.

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