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Muslim consumer perception toward advertising practices: an exploratory study

Ahmed Kamassi (Department of Business Administration, Faculty of Economics and Management Sciences, International Islamic University Malaysia, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 10 January 2020

Issue publication date: 9 January 2021




The purpose of this study is to gain knowledge about Muslim consumer’s perceptions toward advertising practices.


The approach taken was qualitative methodology, using phenomenological method. The qualitative data through semi-structured interviews have been collected from 20 Muslim consumers, 9 participants were women and 11 were men. The interviews lasted between 45 and 60 min. Furthermore, documentation technique was used to cast further insight into the advertising practices and to corroborate other forms of evidence.


From Muslim consumer perceptions, this qualitative research has generated factors that may be considered in advertising practices. These factors consist of social values (family, tradition and culture), Islamic ethics and rules and regulations. In addition, several practices regarding advertising production were extracted to guide marketers when targeting Muslim consumers.

Research limitations/implications

The generalizability of the findings was limited because of convenience sampling and the small sample size.


This study contributes to the knowledge in the field by exploring factors and practices that should be considered in advertising practices when targeting Muslim consumers.



Kamassi, A. (2021), "Muslim consumer perception toward advertising practices: an exploratory study", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 41-54.



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