Enhancement of social media content marketing for INHART: targeting Muslim Malaysian millennials in IIUM

Abstract

Millennials bring potential futures to the halal industry. Being the tech-savvy generation, the method of approach applied must be coherent with their preference. Although there are abundant of information in regard to the preferences of the Millennials, however, not so in the context of local Muslim Millennials. This stays true even so for halal learning institute, which holds many information, discoveries, and knowledge that possibly being the element that might trigger the Millennials curiosity. With that, it is a market opportunity that INHART can truly capitalize. This can be done through the enhancement of INHART’s current content marketing strategy through acquiring contextualized information of the Malaysian Muslim Millennials, and positioning the content to the preferences of the Millennials. The research aims to discover the IIUM Muslim Millennials’ preferences in using the social media and which of the known platforms are favoured by them to formulate appropriate strategy in approaching the generation. The research applied a qualitative approach by interviewing the local Millennials within the IIUM Gombak compound. The research discovers five themes of gratifications which the Millennials seek from the platform. They are connectivity and networking, entertainment and leisure, news and information, education, and transaction. The research also shows that the targeted group highly prefers Facebook. Through the data analysis, the research also extracts three main strategies on approaching the Millennials. The first strategy is to use the three most preferred platforms to cater to their gratifications; Facebook, YouTube, and Instagram. Second is to use their curiosities and questions as a module for content production. Third is to focus on producing video format contents in which as mentioned by the informants as their most favoured format.