Islamic Marketing in the Digital Age: Exploring Its Influence on Digital Consumerism Through a Conceptual Framework

Abstract

The rapid growth of digital consumerism has created a pressing need to understand how Islamic marketing principles can be effectively integrated into digital platforms to engage Muslim consumers. Despite the increasing significance of Islamic marketing, there is still a notable gap in research exploring its influence on digital consumer behaviour. This study aims to develop a conceptual framework elucidating the relationship between Islamic marketing and digital consumerism. Using a narrative review methodology, data were collected from the Scopus database, and key themes were synthesised through an integrative thematic analysis approach. The findings proposed a framework based on subjective norms, Shariah compliance, and digital marketing interactions that significantly influence the purchasing behaviour of Muslim consumers. The proposed framework bridges existing gaps in the literature and offers practical tips for marketers seeking to align their strategies with Islamic ethical standards. Theoretical implications include advancing the discourse on Islamic marketing in digital contexts, while practical implications highlight the importance of designing Shariah-compliant and culturally relevant campaigns to foster consumer loyalty. Although limited to secondary data, this study lays the groundwork for future empirical research to validate and expand upon these findings, ultimately contributing to a more profound understanding of the dynamic interplay between Islamic marketing and digital consumerism.