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1 – 1 of 1Shahab Aziz, Maizaitulaidawati Md Husin, Sidra Gazali, Eman Zameer Rahman and Zahra Afaq
This paper aims to provide bibliometric data from previously published research in Islamic marketing. To assess the knowledge structure of research in Islamic marketing and to aid…
Abstract
Purpose
This paper aims to provide bibliometric data from previously published research in Islamic marketing. To assess the knowledge structure of research in Islamic marketing and to aid future research, several categories were analysed, such as the most influential authors, the keywords and the themes of the previously published research. The paper also analyses the content of the previously published research in this field to identify the gaps and provide future research direction.
Design/methodology/approach
Using a quali-quantitative approach known as meta-literature review, we analysed the Islamic marketing literature from 2001–2023. The authors reviewed and analysed 208 papers through bibliometric citation analysis (using R-Studio, VOSviewer and Excel) and content analysis.
Findings
The findings revealed that Malaysia is the most influential country researching Islamic Marketing, and most of the papers were published by the Journal of Islamic Marketing. “Islamic”, “Marketing” and “halal” are among the top three keywords used by the authors publishing in this field. It was found that the impactful authors in Islamic marketing are Wilson, Alserhan and Sandikci, and the impactful source is the Journal of Islamic Marketing. The authors also found that the past research in this field focuses on qualitative research methods, and the objective is more towards providing a general understanding of the concept of Islamic marketing, while the current research agenda is more towards behavioural study and uses quantitative analysis.
Practical implications
By identifying core journals, seminal papers and influential authors, researchers can gain insights into the intellectual structure of a discipline in this field. This study also supports decision-makers, such as funding agencies or policymakers, and assists in making informed decisions related to resource allocation and research priorities.
Originality/value
This comprehensive study examines previously published research and contributes to mapping knowledge domains in Islamic marketing. Reviewing and analysing the published research on Islamic marketing, the authors provide 11 future research questions to extend the research on this topic. The findings of this research benefit practitioners and researchers wishing to embark on research in this niche field.
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