E-marketing in Islamic markets

• Main Authors: Haque, A. K. M. Ahasanul, Kabir, Sardar Md Humayun
• Format: Book Chapter
• Language: English; English
• Published: Springer 2022
• Subjects: HF5001 Business. Business Administration; HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
• Online Access: http://irep.iium.edu.my/100784/7/100784_E-Marketing%20in%20Islamic%20Markets.pdf; http://irep.iium.edu.my/100784/8/100784_E-marketing%20in%20Islamic%20markets_Scopus.pdf; http://irep.iium.edu.my/100784/; https://link.springer.com/book/10.1007/978-3-030-98160-0

During the previous decade, there have been several innovations and improvements in the world of marketing. Parallelly, Muslims around the world are showing a growing readiness to apply Islamic principles to their business transactions. They want to know whether Internet marketing strategies are Shari’ah compliant or not. The Holy Quran contains rules and principles which are applicable to all parts of human life, including business and marketing. E-marketing is a relatively young academic and research topic that mixes marketing theories. E-marketing acts as a vital link between consumer perspectives, which are often “connected” to the digital world, and digital conversation interfaces when companies want to convey relevant information to clients. Companies and marketers who are interested in learning more about the Islamic cultural environment and want to participate in it must carefully plan and implement marketing strategies that align marketing best practices with Islamic social and cultural norms. Despite the fact that e-marketing has spread around the world, many Muslims are still uninformed of its position from an Islamic perspective and in terms of Islamic business principles and practices. This chapter provides much-needed guidance to e-marketers who want to target this lucrative and fast-rising client demographic on what to expect and avoid.