Islamic Marketing in the Digital Age: Balancing Ethical Values and Market Competitiveness
DOI:
https://doi.org/10.33751/jhss.v10i1.4Keywords:
Islamic marketing, digital ethics, competitiveness, maqashid shariah, competitive advantageAbstract
This study aims to comprehensively analyze the application of Islamic ethical values in marketing practices within the digital era and explore how these principles can be balanced with the demands of global market competitiveness. The digital era has fundamentally transformed marketing paradigms, creating vast opportunities for strengthening the Islamic economy while simultaneously raising ethical challenges such as algorithmic manipulation, consumer exploitation, and the commercialization of religious symbols. Using a qualitative, library-based research approach, this study examines Islamic marketing theories, Islamic business ethics, and recent empirical studies related to the digital transformation of halal marketing. The findings reveal that Islamic marketing holds strategic potential as a sustainable business paradigm that integrates spirituality, justice, and social responsibility. This research introduces the Ethical–Competitive Balance Model, which emphasizes that the equilibrium between moral values and digital innovation is the key to successful Islamic marketing in the modern era. Theoretically, this model expands the conceptual framework of Islamic marketing by integrating maqashid shariah ethics and competitive advantage theory. Practically, the study asserts that Sharia-based values such as honesty (sidq), trustworthiness (amanah), and justice (adl) can serve as sources of sustainable competitive advantage when aligned with innovative and ethical digital strategies. Furthermore, the study provides policy implications for Islamic economic regulators in designing Islamic digital ethics regulations that foster a fair and sustainable global halal business ecosystem.References
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