Islam and advertising: the ideal stakeholder perspective

The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by...

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Main Authors:	Mokhtar, Aida, Samsudin, Sofiah
Format:	Conference or Workshop Item
Language:	English
Published:	Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration 2015
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/2/55810%20Islam%20and%20Advertising.pdf

id	iium-55810
recordtype	eprints
spelling	iium-558102019-06-28T09:33:21Z http://irep.iium.edu.my/55810/ Islam and advertising: the ideal stakeholder perspective Mokhtar, Aida Samsudin, Sofiah P87 Communication. Mass media The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by defining the ideals of responsible advertisements from the Islamic perspective. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what is already practised as Islamic advertising. This qualitative study involves the interviewing of academicians with an Islamic background. The key findings suggest that Islamic advertising can be comparable to propagation if it adheres to the principles of da’wah, is centred on tawḥīd, promotes ḥalāl products and is Shari’ah compliant. The challenge was in defining Islamic advertising as there is seemingly a paradox regarding the association of advertising whose conception was inspired by commercialism, whilst Islam promotes the view of propagation and moderation in consumption. It is hoped that this research study has contributed to current studies on stakeholder theory and defined Islamic advertising in view of Malaysia’s position as the Global Halal Hub. Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration 2015-07-09 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/55810/2/55810%20Islam%20and%20Advertising.pdf Mokhtar, Aida and Samsudin, Sofiah (2015) Islam and advertising: the ideal stakeholder perspective. In: 1st International Conference on Innovative Communication and Sustainable Development in ASEAN, 9th-10th July 2015, Bangkok, Thailand. http://www.gscm.nida.ac.th/aseanconference2015/images/download/Proceeding2015/2.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Mokhtar, Aida Samsudin, Sofiah Islam and advertising: the ideal stakeholder perspective
description	The collective responsibility of stakeholders in the making of responsible advertisements is the essence of the multiple perspectives for responsible advertising by Polonsky & Hyman (2007) that is based on the stakeholder theory. This research study aims to contribute to current literature by defining the ideals of responsible advertisements from the Islamic perspective. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what is already practised as Islamic advertising. This qualitative study involves the interviewing of academicians with an Islamic background. The key findings suggest that Islamic advertising can be comparable to propagation if it adheres to the principles of da’wah, is centred on tawḥīd, promotes ḥalāl products and is Shari’ah compliant. The challenge was in defining Islamic advertising as there is seemingly a paradox regarding the association of advertising whose conception was inspired by commercialism, whilst Islam promotes the view of propagation and moderation in consumption. It is hoped that this research study has contributed to current studies on stakeholder theory and defined Islamic advertising in view of Malaysia’s position as the Global Halal Hub.
format	Conference or Workshop Item
author	Mokhtar, Aida Samsudin, Sofiah
author_facet	Mokhtar, Aida Samsudin, Sofiah
author_sort	Mokhtar, Aida
title	Islam and advertising: the ideal stakeholder perspective
title_short	Islam and advertising: the ideal stakeholder perspective
title_full	Islam and advertising: the ideal stakeholder perspective
title_fullStr	Islam and advertising: the ideal stakeholder perspective
title_full_unstemmed	Islam and advertising: the ideal stakeholder perspective
title_sort	islam and advertising: the ideal stakeholder perspective
publisher	Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration
publishDate	2015
url	http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/ http://irep.iium.edu.my/55810/2/55810%20Islam%20and%20Advertising.pdf
first_indexed	2023-09-18T21:18:45Z
last_indexed	2023-09-18T21:18:45Z
_version_	1777411739840675840

Islam and advertising: the ideal stakeholder perspective

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