Handbook of Islamic Marketing
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Handbook of Islamic Marketing

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.
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Chapter 18: A Digital Media Approach to Islamic Marketing

Mohamed El-Fatatry, Stephen Lee, Tariq Khan, Mohamed El-Fatatry and Vili Lehdonvirta


Mohamed El-Fatatry, Stephen Lee, Tariq Khan and Vili Lehdonvirta INTRODUCTION Around the world, digital media are taking hold as a key brand-marketing interface with consumers. Digital media reach across geographical and cultural barriers, opening opportunities in niche markets that could only be cost-effectively addressed as an invisible part of the wider audience by mass media channels. The personal use of digital media and the wealth of information available via the Internet are both an opportunity and a challenge for the corporate marketer. This is often because the messages and use of digital media require a significant change in the old push advertising model. The effective use of digital channels requires listening and being part of the conversations other people create. These are critical unexplored elements for many traditional advertisers and agencies. For an industry that is used to dominating and pushing its messages through oneway channels, using digital and particularly social media represents a completely new way of thinking. A solid digital strategy also represents a gateway to new markets such as the Muslim consumer. The emerging Muslim consumer market, especially in regions with high Internet penetration, represents a prime example of a large untapped niche market that can be addressed with the effective use of digital media. The development of strategies to address this emerging multicultural market requires basic understanding both of the successful use of digital media and of how they apply to brand communication with Muslim consumers. Digital channels have not changed the central concept of brand....

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