The Four Pillars of Islamic Marketing Communication Ethics: A Case Study of @jsrstore on Instagram

Authors

  • Yuristia Wira Cholifah Universitas Islam Bandung
  • Atie Rachmiatie Universitas Islam Bandung
  • Rini Rinawati Universitas Islam Bandung
  • Aditya Eko Adrianto Institut Seni Indonesia Surakarta

DOI:

https://doi.org/10.12928/channel.v13i2.1680

Keywords:

Islamic marketing communication, Virtual ethnography, Digital da’wah, Communication ethics, Social media

Abstract

Social media has become a space where brands express Islamic values to build trust and authenticity, raising new ethical questions about the boundary between sincere spirituality and commercial exploitation. This study investigates the ethical discourse of Islamic marketing communication on Instagram through a case study of @jsrstore, the official store of Dr. Zaidul Akbar, a prominent figure in Indonesia’s Islamic wellness movement. Drawing on Kartajaya and Sula’s four-pillar framework of Islamic marketing (teistic, ethical, realistic, and humanistic), the research analyzes how these principles are linguistically and discursively enacted in caption texts and audience interactions. Employing virtual ethnography and qualitative content analysis of 20 Instagram posts, complemented by interview data, the study reveals that @jsrstore consistently embeds spiritual intentionality (niyyah), truthfulness (ṣidq), transparency, and relational care into its digital narratives. This integration transforms commercial messaging into a form of digital da’wah, fostering trust, emotional resonance, and perceived authenticity among Muslim consumers. The findings advance Islamic communication theory by proposing a discourse-based model that transcends symbolic religiosity, demonstrating how ethical values can be performatively realized in social media branding while offering practical insights for marketers seeking to align digital engagement with Islamic ethics in Muslim-majority contexts.

References

Adair, J. (2009). Effective Communication. Pan Macmillan.

Aria Wahyudi, M. (2020). Effect Of Association Brand, Quality Products / Services And Promotion of Awareness Through Muslim Halal Consumer Confidence Brand J.Co Donuts and Breadtalk. Dinasti International Journal of Digital Business Management, 1(2), 245–259. https://doi.org/10.31933/dijdbm.v1i2.156

Bahrudin, M. I., & Waehama, M. R. (2024). Social and Cultural Implications of Da’wah Through Social Media. Jurnal Iman Dan Spiritualitas, 4(4), 337–346. https://doi.org/10.15575/jis.v4i4.36728

Borah, A., Banerjee, S., Lin, Y.-T., Jain, A., & Eisingerich, A. B. (2020). Improvised Marketing Interventions in Social Media. Journal of Marketing, 84(2), 69–91. https://doi.org/10.1177/0022242919899383

Correia, R. A., Ladle, R., Jarić, I., Malhado, A. C. M., Mittermeier, J. C., Roll, U., Soriano‐Redondo, A., Veríssimo, D., Fink, C., Hausmann, A., Guedes‐Santos, J., Vardi, R., & Di Minin, E. (2021). Digital data sources and methods for conservation culturomics. Conservation Biology, 35(2), 398–411. https://doi.org/10.1111/cobi.13706

Czerny, M. (2020). Muslim auditors’ ethics. Zeszyty Teoretyczne Rachunkowości, 108(164), 229–240. https://doi.org/10.5604/01.3001.0014.3604

Fadhli, A., Fahzaria, N. A., Indrawati, I. N., Dewi, I. N. I., & Ridzki, M. Z. (2025). Dialogic Engagement and Institutional Trust: A Netnographic Study of @halal.indonesia on Instagram as a Government Communication Platform. CHANNEL: Jurnal Komunikasi, 13(1), 1–16. https://doi.org/10.12928/channel.v13i1.956

Frima, M., & Ardiyanti, N. (2022). Transparent communication, transformational leadership, public sector employees’ openness to change, and the role of anxiety as mediator. Contemporary Research on Management and Business, 1994, 156–159. https://doi.org/10.1201/9781003295952-40

Haltmayer, V., & Gierl, H. (2021). Emoji Your Story: The Advertising Effectiveness of Emoji-Based Narratives. Marketing ZFP, 43(1–2), 67–94. https://doi.org/10.15358/0344-1369-2021-1-2-67

Hine, C. (2000). Virtual Ethnography. Sage Publications.

Istiani, N., & Islamy, A. (2020). Fikih Media Sosial Di Indonesia. Asy Syar’iyyah: Jurnal Ilmu Syari’ah Dan Perbankan Islam, 5(2), 202–225. https://doi.org/10.32923/asy.v5i2.1586

Kartajaya, H., & Sula, M. S. (2006). Syariah Marketing (3rd ed.). Mizan.

Kaye, L. K., Rodriguez-Cuadrado, S., Malone, S. A., Wall, H. J., Gaunt, E., Mulvey, A. L., & Graham, C. (2021). How emotional are emoji?: Exploring the effect of emotional valence on the processing of emoji stimuli. Computers in Human Behavior, 116, 106648. https://doi.org/10.1016/j.chb.2020.106648

Kramer, M. (2021). Plural media ethics? Reformist Islam in India and the limits of global media ethics. Dialectical Anthropology, 45(3), 275–296. https://doi.org/10.1007/s10624-021-09626-5

Kusumawati, A., Listyorini, S., Suharyono, & Yulianto, E. (2020). The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia. Sage Open, 10(2). https://doi.org/10.1177/2158244020927035

Manzoor, S. R., Al-Mahmud, A., Asmawi, A., & Manzoor, S. R. (2024). Advancing Muslim Modest Fashion Clothing. Journal of Comparative Asian Development, 20(1), 1–26. https://doi.org/10.4018/JCAD.346369

Nabilah, A., Aulia, B., & Yuniar, D. (2021). Personal Branding through Da’wah on TikTok Social Media. Journal of Digital Marketing and Halal Industry, 3(1), 85–94. https://doi.org/10.21580/jdmhi.2021.3.1.7366

Nair, A., Pillai, S. V., & Senthil Kumar, S. A. (2024). Towards emerging Industry 5.0 – a review-based framework. Journal of Strategy and Management. https://doi.org/10.1108/JSMA-04-2023-0067

Olyvia, D. L., & Darwanto, D. (2023). Factors Influencing Muslim Customer Loyalty: The Mediating Effect of Muslim Customer Satisfaction in Indonesia. Shirkah: Journal of Economics and Business, 8(1). https://doi.org/10.22515/shirkah.v8i1.441

Patel, A. K. (2025). Possibilities with Augmented Reality and Virtual Reality. In Introduction to Extended Reality (XR) Technologies (pp. 113–125). Wiley. https://doi.org/10.1002/9781119857716.ch6

Reelfs, J., Mohaupt, T., Sikdar, S., Strohmaier, M., & Hohlfeld, O. (2022). Interpreting Emoji with Emoji. Proceedings of the The Fifth International Workshop on Emoji Understanding and Applications in Social Media, 1–10. https://doi.org/10.18653/v1/2022.emoji-1.1

Rosário, A. T., & Dias, J. C. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research, 19(1), 1–25. https://doi.org/10.4018/IJEBR.316969

Saggaf, M. I., Arif, M. W., Habibie, M., & Atqiya, K. (2021). Prinsip Komunikasi Islam Sebagai Etika Bermedia Sosial. Journal of Communication Studies, 1(01), 15–29. https://doi.org/10.37680/jcs.v1i01.698

Sandi, A. F., Wibowo, A. A., Nugrahani, R., & Nasir, R. M. (2022). Analysis of Twitter User Responses to the Aqua Billboards Series #DiRumahAJa. CHANNEL: Jurnal Komunikasi, 10(1), 27–34. https://doi.org/10.12928/channel.v10i1.22332

Setiawati, M., & Makkuraga, A. P. (2021). Pola Komunikasi Komunitas di Media Sosial Dalam Menciptakan Minat Entepreneur. Communications, 3(1), 43–57. https://doi.org/10.21009/communications.4.1.3

Seyfi, S., Hall, C. M., Vo-Thanh, T., & Zaman, M. (2023). How does digital media engagement influence sustainability-driven political consumerism among Gen Z tourists? Journal of Sustainable Tourism, 31(11), 2441–2459. https://doi.org/10.1080/09669582.2022.2112588

Silva, A. B. D. R., Santos, J. L., Aguiar, C. P., & Almeida, D. H. De. (2024). Etnografia virtual. RCMOS - Revista Científica Multidisciplinar O Saber, 2(1), 156–164. https://doi.org/10.51473/rcmos.v2i1.308

Sukayat, T. (2023). Da’wah communication in the Contemporary Era: Implementing da’wah ethics on social media. Jurnal Ilmu Dakwah, 43(2), 375–390. https://doi.org/10.21580/jid.v43.2.18465

Tardin, M., Soncini Pelissari, A., & Dazzi Braga, L. (2020). Social Media Marketing Communication. International Journal for Innovation Education and Research, 8(6), 441–457. https://doi.org/10.31686/ijier.vol8.iss6.2438

Yang, H., Song, H., Ding, Q. S., & Wang, H. (2022). Transparency, authenticity and purchase intentions: Chinese independent restaurants. International Journal of Contemporary Hospitality Management, 34(11), 4245–4265. https://doi.org/10.1108/IJCHM-10-2021-1290

Yudaninggar, K. S., & Damastuti, R. (2023). Optimizing Instagram Engagement Strategies for Sustainable Tourism: A Case Study of Ciburial Village. CHANNEL: Jurnal Komunikasi, 11(2), 114–120. https://doi.org/10.12928/channel.v11i2.242

Zaid, B., Fedtke, J., Shin, D. D., El Kadoussi, A., & Ibahrine, M. (2022). Digital Islam and Muslim Millennials: How Social Media Influencers Reimagine Religious Authority and Islamic Practices. Religions, 13(4), 335. https://doi.org/10.3390/rel13040335

Downloads

Published

2025-10-15

How to Cite

Cholifah, Y. W., Rachmiatie, A., Rinawati, R., & Adrianto, A. E. (2025). The Four Pillars of Islamic Marketing Communication Ethics: A Case Study of @jsrstore on Instagram. CHANNEL: Jurnal Komunikasi, 13(2), 210–219. https://doi.org/10.12928/channel.v13i2.1680

Issue

Vol. 13 No. 2 (2025): CHANNEL: Jurnal Komunikasi 27th Edition

Section

Articles

License

Copyright (c) 2025 CHANNEL: Jurnal Komunikasi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.