Title: Islamic advertising in Nigeria: an assessment

Authors: Shafiu Ibrahim Abdullahi

Addresses: Daily Trust, Kano Regional Office, Nigeria

Abstract: This paper studies the field of ethical advertising as it relates to Islamic business ethics with emphasis on applicability to Nigerian marketing and advertising. Nigeria has recently been recognised as one of the emerging markets for Islamic marketing services. Last year the total advertising market in Nigeria was estimated to be around $1 billion. The potential of Islamic branding services in Nigeria is enormous and untapped, taking into consideration the size of middle class Muslims. As interest in the field of business ethics grow, the role of Islamic business become prominent. This study critically analyses advertising industry. The paper adopted a quantitative method of research combining critical study approach with non-experimental research, using a questionnaire survey to gather data. Findings of the research show high potential for Islamic advertising. The study finds women less intolerable of fashion show and beauty contest as part of advertisement than men.

Keywords: Islamic advertising; halal; marketing; Islamic ethics; branding; morality; religion; Nigeria; means analysis; advertising; questionnaire survey; correlation; APCON.

DOI: 10.1504/IJIMB.2017.083517

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.1, pp.65 - 84

Received: 30 Jun 2016
Accepted: 30 Dec 2016

Published online: 08 Apr 2017 *

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