Social Media Influencers and Halal Product Demand: Digital Marketing Economics

Abstract

This study investigates the influence of social media influencers on consumer demand for halal
products within the framework of digital marketing economics. The purpose of this manuscript is
to examine how influencer credibility, religious representation, and digital engagement shape
Muslim consumers’ perceptions, attitudes, and purchasing decisions toward halal products. The
study employs a qualitative research design using in depth interviews with Muslim consumers,
qualitative content analysis of influencer marketing activities on major social media platforms,
and a review of relevant academic literature related to digital marketing and halal consumption.
The findings reveal that social media influencers play a significant role in increasing awareness,
trust, and perceived value of halal products. Influencers who demonstrate religious alignment,
authenticity, and transparency in promoting halal certified products are more likely to
strengthen consumer confidence and stimulate purchase intentions. Social media platforms such
as Instagram, TikTok, and YouTube function not only as promotional channels but also as
spaces for religious reassurance, social interaction, and value based consumption.
The study concludes that influencer driven digital marketing contributes to the economic
expansion of the halal industry by reducing information asymmetry and reinforcing consumer trust. Integrating influencer strategies with halal certification and branding is essential to

support growth.