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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  • Publication
    Examining the impact of influencers and bloggers on behavioral intentions among youth in Sindh Pakistan
    ( 2024-06)
    Ikramuddin Junejo
    ;
    Abeer Memon
    ;
    Ummi Naiemah Saraih
    ;
    Zuha Akhund
    ;
    Mahnoor Shah
    ;
    Mohd Khairulnizam Zahari
    This study examines the impact of attitude, social media influencers, electronic word of mouth (e-WOM), and credibility on behavioral intention among Pakistani youth towards the textile industry. An online survey was distributed with the help of an adapted questionnaire from past studies. A total of 200 cases were considered in this study, and reliability analysis and regression analysis were performed in SPSS version 25. The findings revealed that all independent variables of attitude, social media influencers, e-WOM and credibility are positively and significantly impacted behavioral intention. In detail, results presented that attitude is positively and significantly affect behavioral intention (β=.152, p=.048), social media influencer is positively and significantly affected behavioral intention (β=.176, p=.023), e-WOM is positively and significantly affect behavioral intention (β=.174, p=.022), and credibility is positively and significantly affected behavioral intention (β=.154, p=.021). Social media influencer was found to have a more significant impact on the behavioral intentions of the youth of Pakistan due to higher beta values than the other independent variables. Therefore, policymakers in the textile industry can consider these variables to attract Pakistani Youth towards their behavioral intention in the future.
  • 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.