THE INFLUENCE OF DIGITAL NEWS MEDIA ON PUBLIC AWARENESS OF ISLAMIC BANKING PRODUCTS AND SERVICES

Abstract

This study focused on the role of digital news media exposure, and news credibility on public awareness of Islamic banking products and services in Pakistan. Based on the Stimulus–Organism–Response approach and the Elaboration Likelihood Model, the study used information engagement as a mediator and digital media literacy as a moderator. A cross sectional design was adopted, and analyzed using PLS-SEM. The results revealed that exposure and credibility had significant effect in the information engagement and public awareness. Information engagement had the highest direct effect on awareness, and significantly mediated both these relationships. The impact of engagement on awareness was enhanced through digital media literacy. The model was found to be good in terms of explanatory power and predictive relevance. These findings underscore the potential of effective, engaging and literacy-based digital interaction to enhance knowledge of Islamic banking products.