Comparison on Understanding of Facebook’s Live Streams According to Shariah Principles for Thai, Malaysian and Indonesian Online Entrepreneurs

Abstract

The fast growth of digital marketing, social media live stream is one of the provided tools for business competitive such as Facebook, Line, and Instagram. In today’s Islamic business is still very much less presented a clear understanding about Shariah principles. Since adoption trend on Facebook’s live stream has exponentially increased and become the main issue on digital marketing for Muslim communities. This research aims to study and compare a clear understanding of Facebook’s live streaming according to Shariah principal for Thai, Malaysian, and Indonesian. This qualitative research used interview form. We primarily focus on online entrepreneurs based on in-depth interview. Data were collected from 6 key informants from Thailand, Malaysia, and Indonesia. These qualitative data was proposed and analyzed using content analysis. Results indicated that: 1) they are mostly less concern with Shariah principles for online marketing because quickly diffusion on today’s technologies. They are just only to gain high profit of the worldwide market size from national and international targets. 2) the lack of understanding Islamic Shariah as adapted principle, where it is applied to conceptual business model for Facebook’s live stream in practical. As a result, the streamers unaware the relative impact to online consumers. 3) In particular, the streamers have a significant relationship to online consumers. They are mainly tended attracting only towards live stream advertisements. Future study is actively to encourage Islamic organization to build a framework or platform to train a new entrepreneur on digital marketing for Facebook’s live stream. Additionally, it also can provide the reliable information to the best support for their enterprise