Munich Personal RePEc Archive

Media Sosial Perilaku Konsumen dan Strategi Pemasaran Implikasi Halal tentang Operasi Pemasaran Islam

Apdi, Ferdi Ansyah (2019): Media Sosial Perilaku Konsumen dan Strategi Pemasaran Implikasi Halal tentang Operasi Pemasaran Islam.

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This paper extensively examines the role of social media in the development of Islamic marketing strategies in Indonesia in the context of the reported shift towards a more relationship-oriented approach to marketing. Social media platforms have emerged as the main communication tool in relationship marketing in part because of their ability to facilitate ongoing two-way communication between organizations and mass audiences, while maintaining the push-messaging capabilities of traditional marketing. Therefore growing academic interest explores the factors that influence the adoption and use of social media for business development purposes. There is a growing interest in the field of Islamic marketing, in part because of its thin size, and the relatively significant influence Islam has on Muslim consumption behavior and the operation of business managers. The purpose of this paper is to describe the role that social media platforms play as a brand communication tool in the context of Islamic marketing. We began a paper with a brief explanation of the concept of Islamic marketing, highlighting several factors influencing academic development in the field. Next, we discuss the main ways social media use by marketers and consumers alike influences Muslim consumer behavior. Finally, we conclude the paper by examining the effectiveness of the role of social media platforms that develop as tools by which marketing managers can influence the buying behavior of Muslim customers.

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