To read the full version of this content please select one of the options below:

Beliefs about Islamic advertising: an exploratory study in Malaysia

A. Shafiq (Taylor’s Business School, Taylor’s University, Subang Jaya, Malaysia)
A. Haque (Department of Business Administration, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
K. Abdullah (Department of Business Administration, International Islamic University Malaysia, Kuala Lumpur, Malaysia)
M.T. Jan (Department of Business Administration, International Islamic University Malaysia, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 September 2017

Downloads
1360

Abstract

Purpose

This paper aims to explore people’s beliefs towards Islamic advertising.

Design/methodology/approach

Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as “word association technique”. It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies.

Findings

Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions. These dimensions pertained to Islamic advertising’s possibility, nature, characteristics, real-time decisions and potential outcomes.

Research limitations/implications

Being an exploratory study, the data are collected from a small sample, hence raising generalization issues. Though, the same opens avenue for future research in that these dimensions should be subject to validation via large sample size.

Practical implications

This research will help in developing a scale to measure attitudes towards Islamic advertising, which the researchers can use to find justification for using Islamic advertising. Such application has great implications for businesses, as Islamic advertising concept stands contrary to the contemporary practices.

Social implications

With a growing concern for business ethics, this research is an attempt to bring Islamic ethics into advertising practice. This will not only eradicate the ill-effects of contemporary advertising but also provide sound evidence for revising advertising policies.

Originality/value

It adds to the developing field of Islamic marketing, by being the first attempt of its kind in paving the way for Islamic advertising.

Keywords

Citation

Shafiq, A., Haque, A., Abdullah, K. and Jan, M.T. (2017), "Beliefs about Islamic advertising: an exploratory study in Malaysia", Journal of Islamic Marketing, Vol. 8 No. 3, pp. 409-429. https://doi.org/10.1108/JIMA-02-2015-0018

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited