Integrated Marketing Communication Campaigns of Entrepreneurs in Gombak: A Maqāsid Sharīʿah Perspective
Keywords:
Integrated marketing communication, maqasid shariah, entrepreneurs, IslamAbstract
Integrated marketing communication campaign is a western concept that can be planned and implemented from the Islamic perspective by adopting Maqasid Shariah elements such as: protection of religion, life, lineage, intellect and property. It is our obligation as Muslims to ensure that we adhere to Islam in all aspects of life including our promotional strategies. The Prophet (peace be upon him) was very particular about the notion of truthfulness and other Islamic values in business as outline by several Ḥadīth. As such, entrepreneurs should adopt Islamic values for their businesses. The study embraces a qualitative content analysis research design that analyses nine IMC campaigns carried out for Gombak entrepreneurs in Kampung Kerdas, Kampung Tengah, and Kampung Laksamana in 2024. The theoretical framework encompasses the five elements of Maqāsid Sharīʿah. By adopting an inductive approach, the study seeks to uncover more elements that could be added to the initial theoretical framework. A framework is produced for Islamic IMC campaigns generated from the research findings as part of the study’s recommendations. The framework would help guide future Muslim entrepreneurs who intend to target the Muslim market.
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