Digital Marketing During the Pandemic Period; A Study of Islamic Perspective

Rahman El Junusi

Abstract


The Covid 19 pandemic caused significant changes, especially those relating to marketing that led to digital usage. This article aims to determine the prospects and effects of digital marketing in the pandemic period and develop the concept of digital marketing from an Islamic perspective. The methodology of this article uses a descriptive qualitative approach by analyzing various literature on digital marketing. The results of this study found that advances in information technology played a role in the development of digital marketing, especially during the Covid-19 Pandemic. The characterization of digital marketing from an Islamic perspective will open new avenues for future research and will make researchers more theoretical. Sensitive to the ontological and epistemological assumptions underlying Islamic marketing research. This article contributes to the development of digital marketing from an Islamic perspective by introducing and characterizing potential new fields of Islamic marketing research. In the future, business people must follow technological advancements as digital marketing media to increase their marketing.


Keywords


Digital Marketing, Pandemic, Technology and Information, Consumers.

Full Text:

PDF

References


Abdullah, J. Bin, Hamali, J. H., & Abdullah, F. (2015). Success Strategies in Islamic Marketing Mix. Journal of Islamic Marketing, 6(3), 480–499. https://doi.org/10.33736/ijbs.581.2015

Ahmed, M., & Jan, M. T. (2015). Applying the factor analytical approach towards Aaker’s brand personality model from an Islamic perspective. Malaysian Management Review, 50(1), 49–63

.

Ahmed, M., Tahir, M., Ahmed, M., Tahir, M., Ahmad, M. F., Kashif, M., Run, E. C. De, Rehman, M. A., Ting, H., Ahmad, A. N., Yang, T. A., Nadiah, W., & Abdullah, W. (2015). An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study. Journal of Islamic Marketing, 6(3), 388–405.

Ahmed, S. (2015). the Effects of Marketing Mix on Consumer Satisfaction: a Literature Review From Islamic Perspectives. Turkish Journal of Islamic Economics, 2(1), 17–17. https://doi.org/10.15238/tujise.2015.2.1.17-30

Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing, 1(2), 149–164. https://doi.org/10.1108/17590831011055888

Banica, L., Brinzea, V., & Radulescu, M. (2015). Analyzing Social Networks From the Perspective of Marketing Decisions. Scientific Bulletin : Economic Sciences, 14(3), 37–50.

Bhargav, S. (2020). Survey: Portuguese consumer sentiment during the coronavirus crisis. Mckinsey and Co., April 5, 2020. [Online] Https://Www.Mckinsey.Com/Businessfunctions/Marketing-and-Sales/Our-Insights/Survey-Us-Consumer-Sentiment-during-Thecoronavirus-Crisis. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/survey-portuguese-consumer-sentiment-during-the-coronavirus-crisis

Bolat, E., Kooli, K., & Wright, L. T. (2016). Businesses and mobile social media capability. Journal of Business and Industrial Marketing, 31(8), 971–981. https://doi.org/10.1108/JBIM-10-2016-270

Cheng, J. H., & Liu, S. F. (2017). A study of innovative product marketing strategies for technological SMEs. Journal of Interdisciplinary Mathematics, 20(1), 319–337. https://doi.org/10.1080/09720502.2016.1258837

Choudhury, P., Koo, W. W., & Li, X. (2020). Working ( From Home ) During a Crisis : Online Social Contributions by Workers During the Coronavirus Shock Working ( From Home ) During a Crisis : Online Social Contributions by Workers During the Coronavirus Shock (Working Paper 20-096).

Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2017). Social media: communication strategies, engagement and future research directions. International Journal of Wine Business Research, 29(1), 2–19. https://doi.org/10.1108/IJWBR-04-2016-0013

Durmaz, Y., & Efendioglu, I. H. (2016). Travel from Traditional Marketing to Digital Marketing. Global Journal of Management and Business Research: E Marketing, 6(11), 173. https://doi.org/10.23956/ijermt.v6i11.60

Fernandez, A. A., & Shaw, G. P. (2020). Academic Leadership in a Time of Crisis: The Coronavirus and COVID-19. Journal of Leadership Studies. https://doi.org/10.1002/jls.21684

Gaikwad, M. J., & Kate, P. H. (2016). E-Marketing: a Modern Approach of Business at the Door of Consumer. International Journal of Research in Commerce & Management, 7(9), 56–62.

Haque, M. M. A. and M. S., & The. (2011). Social marketing: an Islamic perspective. World Journal of Social Sciences, 1(3), 71–81. https://doi.org/10.1108/JIMA-12-2016-0105

Jan, M. T., & Wan, H. L. (2018). Will Islamic Marketing Survive in Today’s World? ERA Journal ID, 16(2), 9–17.

Jung, J. (2009). Strategic Management in the Media: Theory to Practice, by Lucy Küng . International Journal on Media Management, 11(1), 46–47. https://doi.org/10.1080/14241270802634120

Keegan, B. J., & Rowley, J. (2017). Management Decision Evaluation and decision making in social media marketing Article information. Management Decision, 55(1), 15–31. https://doi.org/10.1108/MD-10-2015-0450

Kim, R. Y. (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review, 8581(c), 1–1. https://doi.org/10.1109/emr.2020.2990115

Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management and Data Systems, 114(4), 597–611. https://doi.org/10.1108/IMDS-10-2013-0432

Muller, E., & Peres, R. (2019). The effect of social networks structure on innovation performance: A review and directions for research. International Journal of Research in Marketing, 36(1), 3–19. https://doi.org/10.1016/j.ijresmar.2018.05.003

Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding Digital Marketing—Basics and Actions. In MBA Theory and Application of Business and Management Principles (pp. 37–74). Springer International. https://doi.org/10.1007/978-3-319-28281-7_2

Purkayastha, A., & Sharma, S. (2016). Gaining competitive advantage through the right business model: analysis based on case studies. Journal of Strategy and Management, 9(2), 138–155.

Rangaswami, A., & Gupta, S. (2000). Innovation Adoption and Diffusion in the Digital Environments: Some Research Opportunities. In In Vijay Mahajan, Eitan Muller, and Yoram Wind (Eds.), New Product Diffusion Models (pp. 85–101). Springer. https://doi.org/10.1080/13527260902757506

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65–73. https://doi.org/10.1016/j.ijinfomgt.2013.11.008

Sarker, A. A. (2001). Islamic Business Contracts , Agency Problem and the Theory of the Islamic Firm. International Journal of Islamic Financial Services, 1(2), 01-15. https://doi.org/10.1093/jis/12.3.329

Smith, C., Smith, J. B., & Shaw, E. (2017). Journal of Business Venturing Embracing digital networks : Entrepreneurs ’ social capital online. Journal of Business Venturing, 32(1), 18–34. https://doi.org/10.1016/j.jbusvent.2016.10.003

Smith, P. W., Hansen, K., Spanbauer, L., & Shell, D. F. (2007). Pandemic influenza preparedness: A survey of businesses. American Journal of Infection Control, 35(7), 484–485. https://doi.org/10.1016/j.ajic.2006.11.008

Tan, K. S., Chong, S. C., & Lin, B. (2013). Intention to use internet marketing: A comparative study between Malaysians and South Koreans. Kybernetes, 42(6), 888–905. https://doi.org/10.1108/K-12-2012-0122

Wilson, J. A. j. (2012). The new wave of transformational Islamic marketing: Reflections and definitions. Journal of Islamic Marketing, 3(1), 5–11. https://doi.org/10.1108/17590831211225436

Zhu, M., Yang, Y., & Hsee, C. K. (2018). The Mere Urgency Effect. Journal of Consumer Research, 45, 673–690. https://doi.org/10.1093/jcr/ucy008




DOI: http://dx.doi.org/10.21580/jdmhi.2020.2.1.5717

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Journal of Digital Marketing and Halal Industry

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

This journal has been indexed by: