Non-Muslims’ Beliefs about Islamic Advertising: Another Exploratory Study in Malaysia

Ali Shafiq

Abstract


ABSTRACT

This paper explored Non-Muslims’ beliefs about Islamic advertising. It adapted thought elicitation for data collection using ‘word association technique’. When compared to Muslims, some similar as well as very dissimilar beliefs were extracted regarding Islamic advertising. While they were categorized into the same dimensions as their Muslims counterparts, this research also extracted some different dimensions and sub-dimensions. This research develops the concept of Islamic advertising from the point of view of non-Muslims, as previously only Muslims’ views were available. It will help the theorists and the advertisers equally. With a growing concern for business ethics, this research attempts to eradicate the ill-effects of contemporary advertising by providing sound evidence to revise advertising policies. It is the first of its kind and adds to the developing field of Islamic marketing.

Keywords: Islamic advertising; Islamic marketing; Ethical advertising; Ethical marketing; thought elicitation technique.

ABSTRAK

Kertas kerja ini meneroka kepercayaan orang bukan Islam tentang pengiklanan Islam. Ia menyesuaikan pemikiran elicitation untuk pengumpulan data menggunakan 'teknik persatuan perkataan'. Jika dibandingkan dengan umat Islam, ada yang serupa serta kepercayaan yang sangat berbeza diekstrak mengenai pengiklanan Islam. Walaupun mereka dikategorikan ke dalam dimensi yang sama seperti rakan-rakan muslim mereka, kajian ini juga mengekstrak beberapa dimensi dan sub-dimensi yang berbeza. Kajian ini membangunkan konsep pengiklanan Islam dari sudut pandangan orang bukan Islam, kerana sebelum ini hanya pandangan orang Islam yang ada. Ia akan membantu ahli teori dan pengiklan sama. Dengan kebimbangan yang semakin meningkat untuk etika perniagaan, penyelidikan ini cuba untuk membasmi kesan buruk pengiklanan kontemporari dengan menyediakan bukti kukuh untuk menyemak semula dasar pengiklanan. Ia adalah yang pertama seumpamanya dan menambah kepada bidang pemasaran Islam yang sedang membangun.

Kata kunci: Pengiklanan berasaskan Islam; pemasasan berasaskan Islam; pengiklanan beretika; pemasaran beretika; teknik elikasi pemikiran.


Keywords


Islamic advertising, Islamic marketing, ethical advertising, ethical marketing, thought elicitation technique, qualitative research.

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