Asad Shah, 40, was found seriously injured outside his shop in Minard Road in the Shawlands area of Glasgow on Thursday night.
It was just hours after he published this Facebook post:
At Christmas, Asad Shah posted similar sentiments, saying: "MERRY CHRISTMAS TO ALL BELOVED MY BELOVED CHRISTIAN NATION XXXXXXXXXXXXXXXXXXXXXXX AND TO ALL BELOVED MANKIND WITH ALL THE BEST WISHES X".
A 32-year-old Muslim man has been arrested in connection with his death.
Meanwhile, a fund-raising page set up on the GoFundMe website in support of Mr Shah's family raised more than £13,000 by the end of Friday.
Flowers at the scene of Asad Shah's murder
The Rev Val Duff, minister of Shawlands linked with South Shawlands Parish Church, said: "Like many people I am deeply saddened to hear of Asad Shah's death.
"He was obviously a deeply loved man in our community."
Police Scotland said: "A full investigation is under way to establish the full circumstances surrounding the death which is being treated as religiously prejudiced."
