Islamic Digital Marketing Benchmark (IDMB): Initial Instrument Development by Deductive Approach

Abstract

The emergence and revolution of Islamic digital economy has called for ethical digital marketing. The booming of digital marketing in social media platform enable the digital marketing and content creation exploring endless possible ways to gain views and boost sales. However, some of the marketing campaigns and content are not aligned with Shariah values and there are no regulations or guidelines for digital marketer and content creator for this. Thus, there is an urgent need for Islamic Digital Marketing Benchmark (IDMB). This paper explores the initial development of instruments in IDMB by deductive approach. This benchmark expects integration of Shariah-compliant digital marketing with 4Ps of marketing. This benchmark is expected to contribute to the Islamic digital economy robustness and ethical marketing.