Islamic Advertising Revisited: Implications of Islamic Principles in Advertising

Nurzahidah Haji Jaapar (), Anis Husna Abdul Halim (), Sharifah Fadylawaty Syed Abdullah (), Mohd Faiz Mohamed Yusof () and Mohd Dani Muhamad ()
Additional contact information
Nurzahidah Haji Jaapar: Universiti Teknologi Mara (UiTM)
Anis Husna Abdul Halim: Universiti Teknologi Mara (UiTM)
Sharifah Fadylawaty Syed Abdullah: Universiti Teknologi Mara (UiTM)
Mohd Faiz Mohamed Yusof: Universiti Teknologi Mara (UiTM)
Mohd Dani Muhamad: Universiti Teknologi Mara (UiTM)

A chapter in Eurasian Business and Economics Perspectives, 2022, pp 269-282 from Springer

Abstract: Abstract 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.

Keywords: Islamic Advertising; Islamic Principles; Advertisement (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-94036-2_15

Ordering information: This item can be ordered from
http://www.springer.com/9783030940362

DOI: 10.1007/978-3-030-94036-2_15

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().