Fashioning hyperpersonal relationship in halal fashion brand: halal brand loyalty and social information processing

Purpose This study aims to examine the hyperpersonal relationships between halal fashion brands and their customers, focusing on how brand loyalty is shaped by Social Information Processing (SIP), halal brand personality and halal brand equity. Design/methodology/approach Data were collected from 577 customers of halal fashion brands through a purposive sampling method targeting individuals who actively use social media and have purchased halal fashion products. Partial Least Squares Structural Equation Modelling assessed structural relationships and mediation effects. Findings The results indicate that SIP significantly influences brand loyalty directly and indirectly. Halal brand personality and halal brand equity act as mediators, amplifying the effects of SIP on brand loyalty. By uising SIP, halal fashion brands can create highly personalised and meaningful engagement, reinforcing their brand personality and equity, ultimately driving brand loyalty and establishing long-term hyperpersonal relationships. Research limitations/implications This study will assist halal fashion companies in evaluating the role of social media communication processes, including SIP, halal brand personality and halal brand equity, to enhance brand loyalty. It provides a foundation for understanding how digital platforms can foster hyperpersonal relationships. Originality/value This study contributes to the literature on halal fashion by empirically validating the hyperpersonal relationship model. It integrates SIP, halal brand personality and halal brand equity as critical drivers of brand loyalty, offering novel insights into the intersection of religious values and digital marketing strategies.