Islamic marketing: A literature review and research agenda

This study adopts a novel approach by combining two complementary tools: bibliometric method of scientific mapping and content analysis of 113 published articles on Islamic Marketing (IM) to provide a comprehensive review of IM literature and pinpoints potential research areas. Results reveal that earlier studies have only examined multiple facets of IM while keeping theoretical perspective almost untouched. Results also highlight the concentration of publications to Islamic-specific journals, restricting its focus to minimum issues of IM, thereby exerting limited influence on greater business community. This study reveals five distinct areas within IM research: (a) Theoretical aspects of IM and Muslim consumers, (b) IM ethics and practices, (c) Halal logistics and Consumer behaviour, (d) IM Communications, and (e) IM strategies & Globalization. Thus far, studies have predominantly investigated these IM aspects while the other areas remain relatively under-researched. Potential research agenda in the IM literature emerge that present avenues for future research, namely to: (a) examination of process, physical evidence and performance elements of marketing mix and (b) examination of IM mix for ensuring customer and religious satisfaction apart from other future research areas identified in this study.