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E-Marketing Strategies for Islamic Banking: A Case Based Study

Research paper by IGI Global

Indexed on: 28 Jul '18Published on: 01 Oct '18Published in: Journal of Global Information Management



Abstract

Authors: Ahmad Roumieh (University of Liverpool, Liverpool, UK), Lalit Garg (Department of Computer Information Systems, University of Malta, Msida, Malta), Vipul Gupta (Thapar Institute of Engineering & Technology, Patiala, India), Gurparkash Singh (Thapar University, Paiala, India)Volume/Issue: 26/4ISSN : 1062-7375EISSN : 1533-7995DOI: 10.4018/JGIM.2018100105Date Posted: 10/1/2018 12:00:00 AM This article describes how e-marketing is increasingly gaining interest within Islamic businesses. It is important to consider the extent to which it fits comfortably within principle notions of Islam and Sharia law. An Islamic business should ensure that its e-marketing strategy must be devoid of any contentious or exaggerated claims and there must be no excessive risk. As marketing practices include accentuating the benefits and features of products and services, and downplaying the negative attributes which potentially could lead to a consumer making an informed decision based on this unbalanced presentation. Arguably, this presents a form of risk that may be at odds with the fundamental tenets of Islam. This article presents a case-study of a large bank in Kuwait to identify how e-Marketing can be implemented more effectively to attract new customers and retain the existing ones by critically evaluating the viability of e-marketing strategies for promoting Islamic banking. A set of recommendations are also provided to support all Islamic Banks in the development of an e-marketing strategy. This article is available on IGI Global’s premier research database, InfoSci-Journals. To obtain a copy of this article, click here. For more information about the Journal of Global Information Management (JGIM) click here.