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

Muhummad Pu, Amart Sulong

doi:10.17762/pae.v58i1.936

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

Highlights

In digital era, it is a matter of fact that the number of digital marketing drastically increased
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
We study on survey to understand the review of Islamic law on issue of Facebook‟s live stream according to Shariah principle

Summary

Introduction

It is a matter of fact that the number of digital marketing drastically increased. Due to the exponentially growth in advanced technologies, social media comes to play an important role that is involved in many business sectors. These fast evolutions of the technologies can produce on the high demand and supply for their products to consumer all around the world. The concept of social media is the way of interaction among people in order to create, share and exchange information [4] This idea can be referred as virtual communities and networks. Individual and communities in this globalization media can share, co-create, discuss and modify user-generated contents It has substantially introduced and pervasive changed where highly facilitates between organizations, communities and individual [5].

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