Media-Driven Promotion Strategies of Islamic Products: A Case Study of The Majlis Agama Islam Negeri Sembilan (MAINS)

Abstract

Promoting products via media platforms has emerged as a formidable strategy for reaching target audiences and enhancing awareness, interest, and sales for organizations. The utilization of media has become a contemporary trend among local organizations due to its perceived advantages in discerning the desires of target demographics, crafting compelling messages or advertisements, and offering diverse media options. The State Religious Islamic Council of Negeri Sembilan in Malaysia known as Majlis Agama Islam Negeri Sembilan (MAINS) is no exception in leveraging media platforms to promote various products such as zakat, waqf, wealth management, counseling, and guidance services, among others. Consequently, to ascertain the efficacy of media-driven promotional methods, a content analysis was conducted on the media used by MAINS to promote its products. The media channels employed are Facebook, TikTok, Instagram, YouTube, MAINS website, television, and radio. The study's findings reveal that MAINS is markedly more active in uploading broadcasts and boasts significantly higher follower counts on Facebook than other media platforms. In addition, the researchers have identified some distinctive themes as the focal 'content' of broadcasts uploaded on social media belong to MAINS such as zakat, waqf, asnaf programs, and several others. In conclusion, this research is believed to be a highlight for MAINS to improve the online promotion of their products.