Impact of "Instagram" on digital-based Islamic marketing: Islamic Marketing Mix discussion

Abstract

It is widely agreed upon that the progress in information and communication technology has significantly changed all aspects of entrepreneurship, including business and Islamic marketing. This poses challenges and opportunities for business people involved in Islamic digital media marketing. The main obstacle in Islamic marketing communications lies in identifying appropriate communication channels for Islamic marketing endeavours. This study examines the influence of Instagram social media on enhancing digital Islamic marketing by integrating diverse marketing concepts. This study utilises the Systematic Literature Review technique. The study comprehensively evaluated the scientific literature to examine publications published in reputable journals from 2013 to 2023. The review encompassed papers, theses, proposals, and dissertations that Scopus, WOS, SINTA, and various National and International databases catalogued. The search employed the tools Publish or Perish, Zotero, Mendeley, VOSViewer, and Microsoft Excel. Subsequently, the chosen articles underwent descriptive analysis. The data suggest that the utilisation of Instagram social media has substantially impacted the progression of digital marketing. Instagram is a marketing communications platform that amplifies brand awareness, influences customer engagement and behaviour, and produces data that strengthens marketing strategies. From an Islamic perspective, the Marketing mix strategy greatly emphasises maximising value. The theory of value maximisation is based on the concept of equity. The Qur'an thoroughly explores the implementation of justice in marketing, specifically about maintaining integrity and carrying out transactions.