Open Journal Systems

Sidq, Amanah and ʿAdl: Islamic Ethical Values in Modern Digital Marketing Strategies

Tetty Yuliaty, Yusrita Yusrita

Abstract

The development of digital business and increasingly competitive global markets has encouraged companies to adopt marketing strategies that are not only effective but also ethically sustainable. Within the perspective of Islamic economics, marketing activities should reflect Islamic values such as honesty, justice, transparency, trustworthiness, and social responsibility. However, the integration of these values into modern marketing practices remains conceptually underdeveloped. Therefore, this study aims to formulate a conceptual framework for integrating Islamic values into modern marketing strategies. This study employs a qualitative conceptual approach through an extensive literature review of Islamic marketing, ethical branding, halal industry practices, and sustainable marketing theories. The findings indicate that the integration of Islamic values can strengthen consumer trust, enhance brand reputation, support customer loyalty, and promote sustainable business competitiveness. The proposed framework emphasizes halal value propositions, ethical digital communication, and value-based consumer engagement as strategic components of Islamic-oriented marketing practices in the modern business environment.

Keywords

Islamic Economics; Islamic Marketing; Ethical Branding; Halal Industry; Sustainable Marketing

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DOI: 10.21043/equilibrium.v14i2.38929