IDEAS home Printed from https://ideas.repec.org/h/spr/eurchp/978-3-030-94036-2_15.html
   My bibliography  Save this book chapter

Islamic Advertising Revisited: Implications of Islamic Principles in Advertising

In: Eurasian Business and Economics Perspectives

Author

Listed:
  • 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))

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.

Suggested Citation

  • Nurzahidah Haji Jaapar & Anis Husna Abdul Halim & Sharifah Fadylawaty Syed Abdullah & Mohd Faiz Mohamed Yusof & Mohd Dani Muhamad, 2022. "Islamic Advertising Revisited: Implications of Islamic Principles in Advertising," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Adam Zaremba (ed.), Eurasian Business and Economics Perspectives, pages 269-282, Springer.
    • Handle: RePEc:spr:eurchp:978-3-030-94036-2_15
    DOI: 10.1007/978-3-030-94036-2_15
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:eurchp:978-3-030-94036-2_15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.