How I Stumbled Upon the World of Islamic Marketing research?

I decided to write this following a conversation I had with a friend. We were talking about our areas of expertise and though I am mostly known for my research and publications on technology consumption, I have also researched areas related to sustainability and Islamic marketing. I have noticed that when I mention Islamic Marketing, it seems to generate a bit of surprise. I totally fell into this area by pure chance.

When I joined the University of Nottingham Malaysia in 2014, I had no idea that my journey would lead me to explore the fascinating and increasingly relevant field of Islamic marketing. The Dean of the Business School invited me to join the Centre for Islamic Business and Finance Research (CIBFR), led by Professor Nafis Alam (now my boss at Monash University). I was reluctant as I had never done any research in the area. However, I decided to look around and it soon opened my eyes to a niche that was both unique and significant. Little did I know back then that this connection would spark my interest in Islamic marketing and consumer behavior, eventually leading to several research papers, a book editing project, and even consultancy work in this area.

It’s important to clarify that I don’t consider myself an Islamic scholar. My focus has always been on the practical side of things—looking at Muslim consumers and understanding their behaviors in the marketplace. My research centers on the intersection of business and Islamic principles, exploring how businesses can better cater to the needs of Muslim consumers.

Yes, Islamic Marketing is indeed an area of research and there are a few journals dedicated to this area. The most famous is the Journal of Islamic Marketing. This journal was founded by Professor Pervaiz K. Ahmed, the former head of the School of Business, Monash University Malaysia and is now headed by Professor Jonathan A.J. Wilson from Regent's University London.

However, I have found out that there are a few other journals in this area, including:

1. Journal of Islamic Marketing Research (I have published 2 papers in this journal).
2. International Journal of Islamic Marketing and Branding
3. International Journal of Islamic Marketing 
4. Journal of Digital Marketing and Halal Industry

I have never published in them and am not aware of the quality.

There are a few other Islamic business related related journals including:

1. International Journal of Islamic and Middle Eastern Finance and Management ( I am part of the editorial board)
2. Journal of Islamic Accounting and Business Research 
3. ISRA International Journal of Islamic Finance
4. Journal of Islamic Economics, Banking and Finance

 Now, why should Muslim consumers be a key focus for businesses? 

The answer is simple: they represent a massive and growing market. With over 1.8 billion Muslims around the world, their purchasing power is only increasing. This is especially true as Muslim-majority countries experience economic growth, making it crucial for businesses to understand this demographic's unique demands and preferences.

In addition to their sheer numbers, the growth of sectors like Halal food and Islamic banking is a testament to the expanding influence of Muslim consumers. The Halal food market alone has become a multi-billion-dollar industry, with global demand far outpacing supply. Likewise, Islamic banking, which operates under Sharia law, is gaining traction worldwide, especially as more people look for ethical and socially responsible financial products. As these sectors continue to grow, businesses that understand and cater to the values and needs of Muslim consumers will be positioned to thrive in an increasingly competitive global market.

In short, whether you're in the food industry, finance, or any other sector, ignoring the importance of Muslim consumers could mean missing out on a huge opportunity. This is why Islamic marketing is not just a niche interest—it’s a critical area for anyone looking to succeed in today’s global economy.

Here is a list of my publications and consultancy work within the area of Islamic Marketing.

Journal Papers

1. Ghazali, E., Mutum, D., Waqas, M., Taha, A. Z., & Mohtar, M. (2022). Factors influencing the potential adoption of portable pork DNA detection device. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-05-2022-0129. [ABDC B/ SCOPUS]
2. Ghazali, E.M. Mutum, D.S., Waqas, M., Nguyen, B. and Ahmad-Tarmizi, N.A. (2022). Restaurant choice and religious obligation in the absence of halal logo: A serial mediation model, International Journal of Hospitality Management, 101, 103109. https://doi.org/10.1016/j.ijhm.2021.103109 [CABS 3/ ABDC A*/ SCOPUS/ WOS].
3. Al-hajla, A.H., Nguyen, B., Melewar, T.C., Jayawardhena, C., Mutum, D.  and Ghazali, E. (2019). Understanding the adoption of new religion-compliant products (NRCP) in Islamic markets. Journal of Global Marketing 32(4), 288-302. [CABS 1/ ABDC B/ SCOPUS]
4. Butt, M.; de-Run, E.; U-Din, A.; Mutum, D. (2018). Religious symbolism in Islamic financial service advertisements, Journal of Islamic Marketing, 9(2), 384-401. [ABDC B/ SCOPUS] Selected by the editorial team as Highly Commended in the 2019 Emerald Literati Awards.  

Edited Books:

Mutum, D., Rashid, M. & Butt, M.M.  (Eds) (2017). Advances in Islamic Finance, Marketing and Management: An Asian Perspective, Emerald.

Ghazali, E.M.; Mutum, DS; Rashid, M. & Ahmed, J.U. (Eds) (2019), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value. Springer.

Book Chapters:

1. Ghazali, E.M.; Mutum, DS; Sundramohana, M. & Valdivieso, P. (2019). Was the Boycott of McDonald’s Malaysia Religiously Motivated? In Ghazali et al., (Eds), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value, 155-161, Springer.
2. Ghazali, E.M.; Mutum, DS; Rashid, M. & Ahmed, J.U. (2019), Management of Shari’ah Compliant Businesses to Create Sustainable Value. In Ghazali et al., (Eds), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value, 1-5, Springer.
3. Mutum, D.S. & Ghazali, E.M. (2019). Can Siti Khadijah Telekung Overcome Cultural Differences in the UK?  In Ghazali et al., (Eds), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value, 171-176, Springer.
4. Ghazali, E.M.; Mutum, D.S.; Radzi, M.M. & Woon, W.P. (2019). Cadbury and the Porcine DNA Crisis, In Ghazali et al., (Eds), Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value, 163-169, Springer.
5. Ghazali, E. & Mutum, D.S. (2017). Islamic Marketing: Compatibility with Contemporary Themes in Marketing, In Mutum, D.S., Butt, M.M. and Rashid, M., eds., Advances in Islamic Finance, Marketing, and Management: An Asian Perspective, Emerald Group Publishing Limited, 217-226.
6. Mutum, D. S. & Ghazali, E. (2014). Ikea Malaysia and the Halal Food Crisis, In Dilip Mutum et al. (Eds), Marketing Cases from Emerging Markets, Springer, 31-33.

Consultancies:

1. Salam Technologies, UAE. Title of Project: Defining the target groups of Muslim-friendly online (internet and apps) resources in Malaysia. August - September 2018. With Dr. Mamunur Rashid.
2. Salam Technologies, UAE. Title of Project: Browsers and Integrated Services. January - February 2018. With Dr. Mamunur Rashid.