Applying Islamic marketing ethics in marketing digitalization during the COVID-19 MCO period in Malaysia: A guide to small-scale Muslimpreneurs

Abstract

The implementation of the Movement Control Order (MCO) due to the spread of COVID-19 outbreak has affected business continuity, especially Muslimpreneurs involved in small-scale business. The restrictions have forced business activities to adapt and change, entrepreneurs have turned to online and digital business methods specifically for marketing, supplying, and delivering goods sold. As a Muslim, Muslimpreneurs should not compromise with any unethical element in their entrepreneurial activities. Thus, the marketing and promotion activities of their business conducted digitally should be in line with Islamic law and the basic principles of ethics in Islamic business. This qualitative study seeks to elaborate on the impact of Covid-19 and MCO towards small-scale Muslimpreneurs and how the digitalization of business activities will help businesses of Muslimpreneurs survive and thrive. The data in this study were collected from previous studies suited with the aim of this study. This study will help in developing a standard of Islamic Marketing Ethics in advertising as Islamic advertising concept stands contrary to the contemporary practices. With a growing concern for business ethics, this study 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. This study also adds to the developing field of Islamic marketing, by being the first attempt of its kind in paving the way for Islamic advertising. This study concludes that Islamic Marketing Ethics which derived from Islam teaching framework (Iman, Islam & Ihsan) taken for granted of people to live in conducive, peace and joy.