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An Implemetation of Islamic Marketing Ethics among
Muslimpreneurs on Digital Marketing Via Facebook
Norizah Mohamed @ Haji Daud, Mohd Faizal P. Rameli, Norajila Che Man,
Noorfazreen Mohd Aris
To Link this Article: http://dx.doi.org/10.6007/IJARBSS/v13-i9/17839 DOI:10.6007/IJARBSS/v13-i9/17839
Received: 15 July 2023, Revised: 17 August 2023, Accepted: 27 August 2023
Published Online: 13 September 2023
In-Text Citation: (Daud et al., 2023)
To Cite this Article: Daud, N. M. @ H., Rameli, M. F. P., Man, N. C., & Aris, N. M. (2023). An Implemetation of
Islamic Marketing Ethics among Muslimpreneurs on Digital Marketing Via Facebook. International Journal
of Academic Research in Business and Social Sciences, 13(9), 672 – 684.
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An Implemetation of Islamic Marketing Ethics
among Muslimpreneurs on Digital Marketing Via
Facebook
Norizah Mohamed @ Haji Daud, Mohd Faizal P. Rameli,
Norajila Che Man, Noorfazreen Mohd Aris
Academy of Contemporary Islamic Studies (ACIS), UiTM Cawangan Melaka
Email: norizahdaud@uitm.edu.my, norajila.melaka@gmail.com, noor_areen@uitm.edu.my
Corresponding Author’s Email: faizal061@uitm.edu.my
Abstract
This study aims to examine the level of implementation of Islamic marketing ethics among
Muslimpreneurs when utilizing social media platforms for advertising. Facebook is widely
recognized as a popular social media platform used by traders, including Muslimpreneurs of
different business scales. The data for this study was gathered through observational
methods and subsequently analyzed using content analysis methods. An analysis of 32
advertising materials on Facebook revealed that Muslimpreneurs generally emphasize the
fundamental principles of Islamic marketing ethics. However, it was observed that there is a
lack of clear disclosure regarding marketing information in the advertising materials.
Therefore, further study on marketing information is required to determine what influences
Muslimpreneurs attention to this issue in their promotional materials.
Keywords: Muslimpreneurs, Islamic Marketing Ethics, Facebook Marketing, Online
Advertising
Introduction
In today's business landscape, numerous traders show a preference for employing online
marketing strategies, with a particular focus on social media platforms. Within the context of
Malaysia, Facebook as a prominent marketing avenue has emerged as the preferred choice
among Muslimpreneurs. This shift is mainly attributed to the implementation of the
Movement Control Order (MCO) in response to the COVID-19 pandemic outbreak in early
2020. Facebook has emerged as an alternative to conventional marketing methods due to its
extensive reach, rapid dissemination, and cost-effectiveness. It is perceived as a platform with
a wider scope that enables quick and widespread distribution of marketing messages at a
relatively lower cost, making it an effective choice for businesses (Vinkvist, 2022).
The involvement of Muslimpreneurs in Facebook advertising closely tied to ethical and
integrity practices. This study aims to
• explain the level of Muslimpreneurs adherence to Islamic ethical values in the creation
of marketing materials; and
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• understand the level of Muslimpreneurs adherence to Islamic ethical values in the
creation of marketing materials.
To elucidate this, the content of Facebook materials has been observed and analyzed through
the implementation of content analysis methods. This method is considered appropriate for
analyzing the data collected from the established Facebook pages due to its alignment with
the characteristics of the collected data. Through a comparison with the fundamental
principles of Islamic marketing ethics, this study has discovered that the content of
advertisements owned by Muslimpreneurs does not fully meet all the requirements of Islamic
marketing ethics. The discussion in this study is structured into four main sections, including
literature review, methodology, discussion of study findings and conclusion.
Literature Review
Marketing Ethics
Marketing is indeed a critical tool in the business field for achieving business goals. The
effectiveness of a business heavily relies on the marketing approach implemented. The
advancement of technology has brought about significant changes in marketing approaches
over time. Entrepreneurs systematically engage in the marketing process to fulfill consumers’
wants and needs while simultaneously driving business profitability. Customers will choose
quality products that offer reasonable prices thus providing satisfaction to customers.
Marketing elements include elements such as product, price, place, and promotion.
Meanwhile, the 7P Marketing Mix consists of product, price, place, people, process, physical
evidence, and promotion (Išoraitė, 2021). The 7P elements in marketing are explained as
follows
i. Product: refers to an item or service offered. Customers benefit from the products
produced in five ways: functionality, effectiveness of goods and services, user
satisfaction, quality of services and goods, and value for money.
ii. Price: refers to the amount that consumers are willing to pay for a product or service.
The pricing of goods and services needs to consider the target market, product
variations, variations of product and services offered, services provided and the level
of competition in the market.
iii. Place: refers to the accessibility of a product or service. It extends beyond physical
locations and encompasses the different avenues through which customers can
interact with providers, including online platforms.
iv. People: refer to the providers of goods and services, namely entrepreneurs and
workers. This group holds a crucial responsibility in building trust, instilling confidence,
and providing assurance to encourage customer purchases. Customers themselves are
an integral part of this element and play a significant role in the success of a business.
When a business combines competent traders with satisfied customers, it leads to
profitability and the growth of the enterprise.
v. Process: refers to a set of procedures and operations performed in a specific sequence
to provide goods and services to end users. A good business will use Standard
Operating Procedures in conducting business activities.
vi. Physical evidence: refers to physical appearance. It comprises various components,
including the physical environment, specific amenities that enhance the convenience
of using the service, as well as the utilization of business names, logos, or symbols.
vii. Promotion: refers to various forms and methods of communication between service
providers and customers in the market, through advertising, sales promotion activities
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and direct and indirect means of communication with the public. Promotional
activities influence customer interest and awareness of a product or service, increase
sales and form loyalty to a brand.
The application of ethical principles is essential across the marketing elements since the area
of business most closely associated with ethical misconduct is marketing. Marketing assumes
a critical role within a business as it is entrusted with the responsibility of transparently
communicating and fulfilling customer needs. This fundamental function necessitates the
application of ethical principles to ensure that marketing activities align with the values of
honesty, transparency, and customer satisfaction. Therefore, marketing is closest to the
general view and is generally subject to community analysis and scrutiny (Caner & Banu,
2014). Ethics can be defined as a set of principles that guide the actions and decisions of
individuals and organizations. In the context of marketing, the implementation of ethical
standards entails applying principles of fairness, justice, and morality to decision-making,
behavior, and overall organizational practices within marketing activities. This approach
ensures that marketing efforts are conducted in an ethical manner, upholding integrity, and
respect for stakeholders (Swope, 2019). Marketing ethics encompasses the fundamental
principles and values that guide businesses in their promotion of products or services to
customers (Rajan, 2016).
A business entity bears a responsibility to operate in an ethical and responsible manner,
aligning with the expectations of both society and its stakeholders. When a business conducts
its operations ethically, it tends to receive a favorable impact from society and stakeholders
(Rajan, 2016; Swope, 2019). Indeed, neglecting ethical aspects by business companies can
have severe consequences. It can result in customer dissatisfaction and a loss of trust in the
company's integrity and values. This can further lead to a negative image, bad publicity, and
damage to the company's reputation. In some cases, the neglect of ethics can even lead to
legal action, as unethical practices may violate laws and regulations.
Rajan (2016) has outlined six ethical values in marketing which are honesty, responsibility,
justice, respect, transparency, and social responsibility. Business companies must ensure that
their products meet market needs in an ethical manner. Incorporating ethical values into
marketing strategies will result in a boost in customer trust and respect. Here are some
examples of ethical practices in marketing
i. Honesty: ensuring that the products and services produced deliver the satisfaction
promised or contribute to improving the customers' lifestyle as advertised.
ii. Responsibility: responsible for addressing and taking accountability for any
implications that may arise from their marketing and overall business activities.
iii. Justice: achieving a balance between the needs and desires of both contracting parties
and avoiding any elements of manipulation is crucial in ethical marketing.
iv. Respect: to show respect, demonstrate understanding, and acknowledge the needs of
all individuals involved in business activities.
v. Transparency: offering accurate and transparent facts and information without any
hint of manipulation, fraud, or concealment.
vi. Social responsibility: fulfilling the four levels of social responsibility which are
economic, legal, ethical, and philanthropic aspects while conducting business
operations.
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Islamic Marketing Ethics
Islamic economics is deeply intertwined with the utilization of limited economic resources.
Business and entrepreneurial activities conducted in accordance with Islamic teachings are
considered acts of worship to Allah SWT. The ethical system in Islamic economics incorporates
principles such as justice, balance, wisdom, and philanthropy (Buldan et al., 2021) and ethics
is a moral system that controls human behavior about what is wrong and right (Ali, 2011).
Islamic ethics are moral principles advocated by Islamic teachings, derived from the Qur'an
and the Sunnah. They serve as a guide for individuals in promoting virtuous deeds and
preventing them from engaging in harmful actions. Islamic ethics are comprehensive and
universal in nature, providing guidance for all aspects of life (Karim, 2014). Important
elements in Islamic ethics are tawhid, caliphate (khalifah), balance and justice (Turnbull,
2016). In business, especially in the marketing aspect, ethics play an important role in adding
value to a business operation and distinguishing a Muslim from a non-Muslim. These
elements guide economic practices to ensure fairness, sustainability, and the equitable
distribution of wealth. By adhering to Islamic ethical values, businesses strive to create a just
and prosperous society while fulfilling their religious obligations.
Marketing holds a crucial position in the business realm. Muslimpreneurs must ensure that
their marketing activities, including product and service planning, pricing, distribution, and
promotional techniques, align with the teachings of the Quran and Sunnah. By adhering to
these principles, Muslimpreneurs can conduct their marketing operations in a manner that
reflects Islamic values and guidelines (Ahmad, 2010). Marketing is an essential aspect of
business that serves the purpose of identifying consumer needs and identifying the target
market for a particular product or service. The widely marketing approach, known as the
Marketing Mix or the '4P' model, encompasses the fundamental elements of product/service,
place, price, and promotion. This combination of 4P elements is recognized for its efficacy in
attaining marketing objectives tailored to specific target audiences. In addition, there are also
other marketing strategies such as the 5Ps which are product or service, place, price,
promotion, and people (Abdul Hassan, 2008). There are factors identified in the practice of
advertising ethics in a product. These include ensuring transparent and accurate pricing,
promoting fairness without discrimination, abstaining from any elements of cruelty or fraud
(Saeed, 2013). Examples of the application of ethics in the 5P marketing strategy are (Hassan
et al., 2008; Zarrad & Debabi, 2017)
i. Products: the production of products and services in Islam emphasizes the social and
welfare aspects rather than maximizing profits. The production of products must
adhere to the principles of purity from inception to completion, respecting Muslim
sensitivities, and catering to the diverse needs and desires of various consumer
segments in the market. Additionally, the products should be halal, available upon
delivery, free from harm, and offer benefits to consumers.
ii. Place: the main goal of distribution channels in Islam is to create value and improve
living standards by providing ethically satisfactory services. The principle held by Islam
in the distribution process of goods and services is that there is no element of
manipulation, exploitation, coercion, appropriate packaging and does not burden the
end user.
iii. Price: Islam strictly forbids engaging in propaganda or disseminating false information
pertaining to prices, demand, and supply in the market. Likewise, Islam prohibits any
form of extortion or making excessive profits at the expense of consumers. In Islam,
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pricing should be conducted with fairness and freedom in the market. In other words,
the price of goods and services is determined by the interaction of demand and supply,
while ensuring fairness for both traders and buyers. Islamic principles strictly prohibit
activities such as hiding goods, engaging in the black market, monopolizing markets,
and other similar practices.
iv. Promotion: promotional and advertising activities should not rely on sexual
persuasion, manipulation of emotions and fear, false testimonials, disregard for
common sense, or encouragement of excessive luxury. These methods are considered
unethical within the Islamic framework, as they solely aim to exploit the basic instincts
of consumers for the sole purpose of gaining profit.
v. People: freedom in decision making is highly valued. Consumers should be able to
make choices without any form of coercion or undue influence. Consumers have the
right to access accurate marketing information when engaging in transactions, while
traders are obliged to refrain from using coercion and uphold integrity in their
business dealings.
In Islam, marketing is viewed as a process of fulfilling the needs of consumers through the
provision of halal (permissible) goods and services. It is done with the mutual consent of both
parties, taking into consideration the welfare and well-being of individuals in both this world
and the hereafter. Islamic marketing extends beyond mere profit-seeking activities in
business sales, purchases, and rentals. In fact, all transactions are considered acts of worship,
as Islam guides human behavior based on creed, Sharia (Islamic law), and moral principles, as
exemplified by the practices of Prophet Muhammad SAW (Alom, 2011). Therefore, businesses
in Islam need to comply with sharia principles, especially in conducting marketing activities
(Johari, 2015). Islamic marketing ethics combines the concept of profit maximization with the
values of equality and justice in creating social well-being different from conventional
marketing ethics (Abdullah, 2012).
Advertising, on the other hand, needs to be free from illegal and unethical contracts and
transactions, free from usury, monopolies, gambling, riba' and others. The process of product
advertising adheres to principles such as truthfulness, transparency, accurate statements, the
avoidance of prohibited elements as promotional tools, refraining from the exploitation of
women, and the absence of elements related to corruption and fraud. These factors are
considered essential in ensuring ethical and responsible advertising practices. (Mohammad,
2013). According to the al-Quran and as-Sunnah, ethical principles such as justice,
truthfulness, virtue (ihsan), sincerity, and trust are essential in conducting business. These
principles are emphasized to address behavioral challenges and promote ethical conduct
within the realm of business transactions (Ilias, 2008).
Use of Social Media in Marketing and Advertising
Considering the ever-changing global landscape driven by technological advancements,
society is compelled to remain in sync with the rapid pace of change. Consequently, the
advertising industry, like other sectors, must adapt to these shifts by reevaluating their
advertising approaches. This entails modifying traditional advertising practices such as
purchasing television and radio slots, newspaper space, and physical street placements. To
thrive, businesses must not only shift their perception of social media as solely a platform for
leisure and social interactions but also recognize its potential as a powerful medium for
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marketing and profit generation (Silas, 2020). Social media serves as a marketing tool
employed to capture attention and raise awareness among customers regarding the products
and services being offered, distinguishing it from more traditional promotional methods.
Entrepreneurs leverage various platforms, including Facebook, Instagram, WhatsApp, and
TikTok, to market their goods and services. Remarkably, statistics reveal that a significant
number of small and medium-sized enterprises (SMEs) worldwide, approximately 10 million
in number, utilize Facebook as a pivotal marketing medium (Facebook Data, Q3 2020).
According to findings by SME Corporation Malaysia, Muslimpreneurs predominantly utilize
Facebook as their primary medium for marketing compared to other social media platforms.
The data reveals that 87.7% of small businesses favor Facebook, followed by WhatsApp at
73.5% and Instagram at 64.9%. This indicates the strong inclination of Muslimpreneurs
towards leveraging Facebook as a key component of their marketing strategy (SME, 2020).
Facebook possesses specific features that appeal to Muslimpreneurs. Notably, it offers
interactive advantages such as direct links to facilitate purchases, various ad format features,
and the ability to showcase positive content. These attributes contribute to the attractiveness
of Facebook as a platform for Muslimpreneurs, enabling them to engage effectively with their
target audience (Klassen et.al, 2018).
Marketing Ethics in Advertising
The rapid of innovative and advanced technologies is revolutionizing the marketing and
advertising landscape, both on a domestic and international scale. This transformation is
significantly influencing the way business is conducted across various industries. Various
studies demonstrated that ethical concerns in marketing primarily arise in advertisements
targeting children, women, and those that promote materialism. In addition, there are also
unethical advertisements such as advertisements that are stereotyped, advertisements that
promote alcohol or tobacco, advertisements that have a negative influence on psychology,
advertisements that are deceptive, false, and misleading customers with inaccurate
information (Alsheeha, 2018).
Islam encompasses principles that govern various aspects of life, including advertising. In
accordance with Islamic guidelines, advertisements must be grounded in truthfulness and
devoid of fraudulent elements. Entrepreneurs are required to uphold transparency when
promoting products and services, with the aim of benefiting and serving customers.
Furthermore, it is essential to avoid any elements of exploitation, discrimination based on
gender and the use of racist content in advertisements. Islamic ethics in social media
advertising encompass five dimensions: preventing monopolies and exploitation, providing
accurate marketing information, setting reasonable prices, respecting business competitors,
and ensuring product quality (Ahmadova, 2017; Ghani & Ahmad, 2015; Shafiq, 2018).
Methodology
This study adapts a qualitative approach through the method of direct observation,
specifically utilizing unobtrusive observation. The practice of unobtrusive observation has
been utilized since the 1960s to observe and document human activities. This method allows
for the collection and interpretation of data related to human behaviors and actions
(Casselman & Heinrich, 2011). The selection of this method was driven by the intention of the
researcher to refrain from direct communication with the participants. By employing this
approach, it can minimize any potential bias or alteration in the participants' behaviors,
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ensuring a more authentic representation of their natural actions and responses. The data for
this study was obtained from the posting of advertising through the Facebook platform by
Muslimpreneurs in Melaka during the first implementation period of the (Movement Control
Order (MCO), 2020). This study collected a total of 32 samples from Facebook posts of
Muslimpreneurs specifically related to the food and beverage sector. Each sample was
assigned a unique code ranging from RF1 to RF32.
The selection of posting by Muslimpreneurs was conducted by utilizing the search engine
within Facebook. Keywords such as "food delivery," "menu," "COD" (cash on delivery), "online
business group," "online page," and others were employed to identify relevant posts and
content. This study conducted an observation and recorded the results in field notes,
categorizing them based on predetermined themes. This approach allowed for a structured
organization of the data, facilitating analysis and interpretation of the observations. This study
involved classifying each Facebook post observed during the study period according to five
fundamental principles of Islamic marketing: avoidance of monopoly and exploitation,
provision of accurate marketing information, respect for competitors, offering reasonable
prices, and ensuring product quality. The data collected were then analyzed using the content
analysis method to evaluate the extent to which Muslimpreneurs adhered to Islamic
marketing ethics. The study design is visually represented in Figure 1 below
Figure 1: Research Design of Islamic Marketing Ethics by Muslimpreneurs
Findings and Discussion
This study primarily examines marketing strategies on Facebook, focusing on the practices of
Muslimpreneurs. Through observations, it was found that Muslimpreneurs predominantly
utilize Facebook as their primary medium for marketing compared to other social media
platforms. The study incorporates five dimensions of Islamic ethics in social media advertising
which are discouraging monopoly and exploitation, providing accurate marketing
information, setting reasonable prices, respecting business competitors, and ensuring
product quality. These dimensions are illustrated in chart 1:
Islamic Marketing Ethics
LITERATURE REVIEW
Concepts, Principles, and
Practices of Islamic
Marketing
Role of social media
Concept, Role, and Social
Media Platforms for
Product Marketing
EMPIRICAL STUDY
QUALITATIVE DATA COLLECTION
(Direct Observation)
QUALITATIVE DATA ANALYSIS
Content Analysis of facebook
Posts by Muslimpreneurs
LEVEL OF
COMPLIANCE WITH
ISLAMIC
MARKETING ETHICS
BY
MUSLIMPRENEURS
RESEARCH DESIGN
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Chart 1: Compliance with Islamic Marketing Ethics by Muslimpreneurs in Advertising through
Facebook
Avoid Monopoly and Exploitation
The findings of this study indicate that a majority of Muslimpreneurs demonstrate adherence
to business ethics by avoiding monopoly and exploitation in their advertising practices.
According to Chart 1, approximately 84.4% of the ads observed on Facebook were found to
be free from monopolistic and exploitative elements. Further examination of specific
samples, such as RF21, RF23, RF30, RF32, and RF27, revealed instances where sellers claimed
that their products were superior to others. Islam forbids monopolies created and maintained
by such unfair practices.
Providing Accurate Marketing Information
Interactions on social media platforms generate valuable information that plays a pivotal role
in building customer trust. This information has the potential to attract and influence a larger
audience, increasing their interest in the company's promoted products (Hajli, 2018). In online
marketing, individuals do not have the same opportunity to physically examine products as
they would in real-life settings (Andrew, n.d.). In online marketing, where physical product
examination is not possible, the quality of products and the availability of comprehensive
information, including images, advertisements, and contact details, are crucial in social media
marketing. Muslimpreneurs must prioritize providing all necessary information to customers,
ensuring compliance with marketing ethics. By doing so, they can build trust and credibility
among customers in the online marketplace.
Payment method information is indeed a crucial element in social media marketing as it plays
a significant role in encouraging users to make purchases from a business (Asiri, 2019). The
study reveals that Muslimpreneurs have a limited understanding of the significance of
including payment method information in their advertisement content. Only a small
percentage, approximately 6.3%, of Muslimpreneurs clearly provide payment method details
in their advertisements.
Respect Business Competitors
Viewing other Muslimpreneurs as rivals can potentially disrupt not only the financial aspects
but also the strength of networks within the business community (Kusuma, 2020). Instead,
fostering collaboration and partnership can lead to stronger networks and mutually beneficial
outcomes. By supporting one another, Muslimpreneurs can contribute to the growth and
prosperity of the community (Faizal, 2015). The study found that most Muslimpreneurs
010 20 30 40 50 60 70 80 90
Avoid Monopoly and Exploitation
Accurate Marketing Information
Respect Business Competitors
Setting Reasonable Prices
Product Quality
Percent (%)
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exhibit respect for their competitors by refraining from criticizing other products. Instead,
they focus on highlighting the benefits of their own products without taking advantage of the
shortcomings of competitors’ offerings. Chart 1 demonstrates that a significant majority
(81.5%) of Facebook ads by Muslimpreneurs primarily emphasize their own products rather
than directly targeting competitors. This indicates that Muslimpreneurs prioritize promoting
the unique qualities and advantages of their own offerings rather than engaging in negative
marketing tactics against their competitors.
Setting Reasonable Prices
In general, pricing in Islam is primarily governed by the market mechanism. This is in line with
the teachings of Islam, as reflected in the Hadith narrated by Abu Hurairah RA:
A man came and said: Messenger of Allah, determine the price. He said: “No, but I will pray”.
Again, the man came and said: “O Messenger of Allah, set the price”. He said: “Only Allah
makes the price low and high. I hope that when I meet Allah, none of you will accuse me of
wrongdoing in blood or property.” (Sunan Abi Dawud, No. 3450)
The study indicates that the level of business ethics in terms of setting reasonable prices
among Muslimpreneurs is currently at a moderate level. Only 42.9% of the sampled Facebook
posts included this feature in their social media advertising, suggesting a lack of awareness
among Muslimpreneurs regarding its importance (Grey & Fox, 2018).
Product Quality as a Method to Face Business Competitors
Product quality is a crucial factor for customers when making purchasing decisions. Matching
the desired quality plays a significant role in completing the purchase process (Lemmink &
Kasper, 1994). Hussain & Ranabhat (2013) study found that customers prioritize quality over
service quality. Most businesses acknowledge that product quality is indeed one of the
primary factors that significantly influence customer satisfaction (Sern & Mahadevan, 2019).
Islamic ethics encourage Muslim entrepreneurs to focus on promoting the quality of their
products to distinguish themselves from competitors, rather than ridiculing their competitors'
products. Chart 1 demonstrates that a significant majority (84.4%) of Facebook ads shared by
Muslimpreneurs include information about product quality. This indicates that
Muslimpreneurs prioritize highlighting the positive aspects and excellence of their own
offerings, aligning with ethical principles in their marketing approaches.
Conclusion
The study reveals that Muslimpreneurs have fulfilled at least three of the five basic principles
of Islamic marketing ethics outlined. The study indicates that Muslimpreneurs demonstrate
strong compliance with principles related to product quality, overcoming business
competitors, as well as avoiding monopoly and exploitation, with over 80% adherence to
these principles. However, the study also reveals that Muslimpreneurs show less
thoroughness in sharing comprehensive marketing information. Less than 50% of
Muslimpreneurs provide complete marketing information in their advertising materials,
which includes the lack of disclosure regarding prices, transaction methods, and payment
mediums.
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Furthermore, less than 10% of Muslimpreneurs include price-related information in their
advertising materials. The hiding of some vital information is a common marketing practice,
but it is not aligned with the Islamic marketing ethics. Muslimpreneurs should prioritize
transparency and provide full marketing information. These findings highlight areas for
improvement among Muslimpreneurs in terms of providing comprehensive marketing
information and transparency in their advertisements.
This study emphasizes the importance of understanding of ethical marketing practices within
the Muslimpreneurs context. It highlights the unique ethical considerations faced by
Muslimpreneurs when utilizing Facebook as a marketing medium. This study provides
practical guidelines for maintaining ethical integrity while leveraging the platform's
capabilities.
Furthermore, this study has practical implications for Muslimpreneurs to engage in ethical
marketing practices. It provides actionable insights, best practices, and recommendations
that can help Muslimpreneurs navigate the ethical dilemmas they may encounter when using
Facebook as a marketing medium. By doing so, it assists in promoting responsible and ethical
marketing practices within the Muslim business community. Further study can be conducted
to understand the factors influencing the lack of emphasis on price and marketing information
among Muslimpreneurs.
This study emphasizes the notable congruence between Islamic marketing ethics and the
practices of Muslimpreneurs, specifically regarding aspects such as product quality,
competition, and avoidance of monopolistic behaviour. Nevertheless, it underscores a
deficiency in furnishing comprehensive marketing information, with less than 50% of them
incorporating vital particulars like pricing and transaction methodologies. Remarkably, less
than 10% divulge information related to prices. This gap indicates the necessity for improved
transparency and adherence to Islamic marketing tenets. The findings from this research offer
valuable insights to Muslimpreneurs aiming to uphold ethical benchmarks while utilizing
platforms like Facebook for promotional endeavours. The study promotes conscientious
marketing conduct within the Muslim business sphere and identifies potential avenues for
prospective exploration.
Corresponding Author
Mohd Faizal P. Rameli
Senior Lecturer, Academy of Contemporary Islamic Studies (ACIS), UiTM Cawangan Melaka,
Malaysia.
Email: faizal061@uitm.edu.my
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