The interplay of Islamic marketing areas and Muslim consumer behavior, which are often overlooked despite their close relationship emphasizing Islamic principles on individual belief (IB), is a critical focus of this study. Therefore, this research aims to address the gaps in the literature on Islamic marketing and...
Social media marketing is increasingly recognized as a strategic tool for tourism and hospitality organizations; however, empirical evidence on the factors that influence its effectiveness in emerging tourism destinations such as Ethiopia remains limited. This study develops and empirically tests an integrated framewor...
The increasing demand for ethical and value-based business practices has encouraged small and medium enterprises to adopt marketing strategies grounded in Islamic principles. However, studies examining the implementation of the Islamic Marketing Mix (9P) in local printing businesses remain limited. This study aims to a...
Islamic financial principles have increasingly gained attention as alternative mechanisms for promoting ethical entrepreneurship and financial inclusion among Muslim communities. Despite their growing relevance, empirical evidence on how these principles influence the performance of micro and small businesses (MSBs), p...
This study examines the influence of social media, electronic word-of-mouth, and Islamic influencers on halal tourism decision-making among Indonesian Muslim consumers. It also investigates whether electronic word-of-mouth mediates the relationships between social media and halal tourism decisions and between Islamic i...
The growing acceptance of digital marketing has mainly transformed consumer engagement and purchasing behavior, creating new opportunities for firms to increase customer experiences and effect buying decision. This study discovers the impact of digital marketing strategies on customers purchase intention in Pakistan's...
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