Abstract
Visual art marketing strategy is a crucial aspect to be taken into consideration in order to ensure the continuous development of visual art field. It assists visual art practitioners to keep being productive in their efforts to come out with more art pieces to be sold. A few previous researches featured several marketing strategies for visual arts: nevertheless, there is no attempt to look at visual art marketing from the perspective of Islamic shariah. With uncertainties looming on visual art’s place in marketing world, the researchers recognize the need to study the concept of Islamic shariah in visual art marketing strategies. Based on this identified research gap, this study aims to produce a model that is related to the Islamic shariah concept regarding visual art marketing strategies. As a result, the discussion on the model involves several aspects namely: 1) product; 2) production process; 3) market place; 4) retailer / collectors; and 5) transactions. Recommendation for future research direction in this area is a more comprehensive study on Islamic marketing strategies in visual art.
Highlights
Visual art is a rapidly developing field in many aspects including its marketing scope
For market component that is seen from the halal values perspective, this study focuses on marketing strategy through gallery, auction homes, retailers, exhibitions and issues pertaining logistics and mobility of visual art product
Based on the discussion on the model above, the researchers have developed a checklist which could be used by the producer, the retailer and the consumer to assess the sales whether or not they adhere to Islamic Shariah and halal concept
Summary
Visual art is a rapidly developing field in many aspects including its marketing scope. Researchers found that, the scope of marketing strategy in visual art from the halal perspective is crucial to be given an in depth study. One of the contributing factors to this limitation is that many researchers in visual art marketing are non-Muslims; and they are uninterested in the issue of compliance to Islamic principles. This shift in focus is paramount in the bid to ensure the objective or Maqasid Shariah that is to attain the good and ward off the evil can be implemented (Hussain, 2012; Al-Bakri,2014). Based on the conditions which are discussed, the main objective of this research is to develop a research model in relation to the concept of halal in visual art marketing strategies
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