Ummi Naiemah Saraih
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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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  • 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.
  • Publication
    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.