Author:
Rajasakran Thanaseelen,Sinnappan Santhidran,Periyayya Thinavan,Balakrishnan Sridevi
Abstract
Purpose
The purpose of this paper is to propose and develop a distinct perspective from the consumer culture theory in the context of Muslim consumers, marketing and the feminist theory.
Design/methodology/approach
This paper is based on a critical review of the literature for insights into the consumer culture theory in the context of Muslim consumers, Islamic marketing paradigm and the feminist theory.
Findings
The study suggests that scholars in the area of marketing may consider drawing on the theory of Islamic consumer culture, film and feminist theory. This theory can be used as a platform to understand the Muslim mind and the related cultural traits to create greater engagement and interest in Malaysian horror genres among local and international audience. The Malaysian local horror genres currently have an interesting blend of Islam, local culture and gender biases addressing the universal concept of good against the evil forces, and this has the potential of offering new experiences to especially international audiences.
Research limitations/implications
This study is purely theory-based and is aimed at knowledge development in this field of Islamic consumer culture. It also invites academics to engage in scholarly activities toward theory building in this area.
Practical implications
The study provides directions for areas of possible future research in Islamic marketing, consumer culture and film studies.
Social implications
This study intends to broaden the research efforts in Islamic consumer culture marketing in terms of innovative ways to serve this growing Muslim market.
Originality/value
This study contributes to the discipline by providing new perspectives in Islamic consumer culture inquiry in the context of film studies.
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3. Asia One News (2011), “Horror films reflect beliefs in society”, available at: www.asiaone.com/News/AsiaOne+News/Malaysia/Story/A1Story20111003-302801.html (accessed 17 September 2014).
4. Changing landscapes, changing lives: the changing cinemas of Asia,2008
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