Advertising to Muslim consumers: a holistic view from the Islamic perspective
by Mohammed Abdur Razzaque
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 5, No. 3, 2020

Abstract: This paper presents a holistic view of advertising from the Islamic perspective. It presents a synthesis of relevant materials drawn from the Holy Qur'an, Hadith (i.e., teachings of Prophet Muhammad, pbuh), and the works of Muslim as well as non-Muslim scholars, past and present. The market mechanism in an Islamic system has some fundamental differences with the typical Western market mechanism which adds to the complexity of devising advertising strategies for Muslim consumers. The paper discusses various Islamic tenets and their implications on marketing in general and advertising in particular; it is expected to provide some food for thought for researchers and marketers interested in advertising to Muslim consumers.

Online publication date: Mon, 22-Feb-2021

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