Beliefs about Islamic advertising: an exploratory study in Malaysia
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 techniq...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Emerald Publishing Limited
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/58643/ http://irep.iium.edu.my/58643/ http://irep.iium.edu.my/58643/ http://irep.iium.edu.my/58643/1/Beliefs%20about%20Islamic%20advertising%20-%20an%20exploratory%20study%20in%20Malaysia.pdf http://irep.iium.edu.my/58643/7/58643-Beliefs%20about%20Islamic%20advertising-SCOPUS.pdf |
| Summary: | 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. |
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