Islamic Advertising Revisited: Implications of Islamic Principles in Advertising

The survival in the current market is severe because many manufacturers compete in offering various kinds of products and services. An effective strategy in product positioning can improve business sales. The application of advertising is a promoting tool to introduce and encourage potential consume...

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Published in:EURASIAN BUSINESS AND ECONOMICS PERSPECTIVES
Main Authors: Jaapar, Nurzahidah Haji; Halim, Anis Husna Abdul; Abdullah, Sharifah Fadylawaty Syed; Yusof, Mohd Faiz Mohamed; Muhamad, Mohd Dani
Format: Proceedings Paper
Language:English
Published: SPRINGER INTERNATIONAL PUBLISHING AG 2022
Subjects:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001192338200015
author Jaapar
Nurzahidah Haji; Halim
Anis Husna Abdul; Abdullah
Sharifah Fadylawaty Syed; Yusof
Mohd Faiz Mohamed; Muhamad
Mohd Dani
spellingShingle Jaapar
Nurzahidah Haji; Halim
Anis Husna Abdul; Abdullah
Sharifah Fadylawaty Syed; Yusof
Mohd Faiz Mohamed; Muhamad
Mohd Dani
Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
Business & Economics
author_facet Jaapar
Nurzahidah Haji; Halim
Anis Husna Abdul; Abdullah
Sharifah Fadylawaty Syed; Yusof
Mohd Faiz Mohamed; Muhamad
Mohd Dani
author_sort Jaapar
spelling Jaapar, Nurzahidah Haji; Halim, Anis Husna Abdul; Abdullah, Sharifah Fadylawaty Syed; Yusof, Mohd Faiz Mohamed; Muhamad, Mohd Dani
Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
EURASIAN BUSINESS AND ECONOMICS PERSPECTIVES
English
Proceedings Paper
The survival in the current market is severe because many manufacturers compete in offering various kinds of products and services. An effective strategy in product positioning can improve business sales. The application of advertising is a promoting tool to introduce and encourage potential consumers to purchase products and brands. However, it is found that advertising is charged with many adverse effects includes promoting unsafe and harmful products, wasteful spending and exploiting women and kids. Therefore, this research attempt to analyze the implication of Islamic principles in advertising and discuss outcomes on how Islamic advertising is important in the marketing area. This research methodology is based on content analysis of the literature by reviewing related fiqh books on advertising, namely as references. The results indicate that the advertising practices should be based on four Islamic advertising principles comprising of truthfulness, unbiased comparison, protect modesty, and prohibition on offensive content. It is hoped that the findings may contribute to recognition on the importance of Islamic advertising for social, economic, and commercial outcomes for contemporary practices.
SPRINGER INTERNATIONAL PUBLISHING AG
2364-5067

2022
21

10.1007/978-3-030-94036-2_15
Business & Economics

WOS:001192338200015
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001192338200015
title Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
title_short Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
title_full Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
title_fullStr Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
title_full_unstemmed Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
title_sort Islamic Advertising Revisited: Implications of Islamic Principles in Advertising
container_title EURASIAN BUSINESS AND ECONOMICS PERSPECTIVES
language English
format Proceedings Paper
description The survival in the current market is severe because many manufacturers compete in offering various kinds of products and services. An effective strategy in product positioning can improve business sales. The application of advertising is a promoting tool to introduce and encourage potential consumers to purchase products and brands. However, it is found that advertising is charged with many adverse effects includes promoting unsafe and harmful products, wasteful spending and exploiting women and kids. Therefore, this research attempt to analyze the implication of Islamic principles in advertising and discuss outcomes on how Islamic advertising is important in the marketing area. This research methodology is based on content analysis of the literature by reviewing related fiqh books on advertising, namely as references. The results indicate that the advertising practices should be based on four Islamic advertising principles comprising of truthfulness, unbiased comparison, protect modesty, and prohibition on offensive content. It is hoped that the findings may contribute to recognition on the importance of Islamic advertising for social, economic, and commercial outcomes for contemporary practices.
publisher SPRINGER INTERNATIONAL PUBLISHING AG
issn 2364-5067

publishDate 2022
container_volume 21
container_issue
doi_str_mv 10.1007/978-3-030-94036-2_15
topic Business & Economics
topic_facet Business & Economics
accesstype
id WOS:001192338200015
url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001192338200015
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