Perception towards advertisement in Islam: A study among online sellers

Advertising has been the main element in marketing either for the products or services. Nowadays, deceit and manipulation are prominent strategies in advertising. This is accomplished by overstating or misrepresenting a product's benefits, capabilities, or qualities. Some online sellers take things a step further by staging rigged competitions or hiding the negative aspects of their goods. The aim of this study is to identify the perceptions of online seller towards advertisement in Islam. This research attempts to contribute to the understanding of Islamic advertising among online seller by investigating their practices in the businesses. Qualitative method along with using in-depth interviews with fifteen informants has been done for this research. Data gathered was analyzed using thematic analysis. The results showed that in general, there are different perceptions and views regarding Islamic advertisement. One of the possible reasons to explain this finding is because of the different background and knowledge among informants. This research also finds that not all online seller practice Islamic advertisement due to few reasons. Therefore, this study is hopefully will be able to contribute to a better understanding in the Islamic advertisement among online seller. It also will be able to help in guiding the relevant authorities to help online seller practice Islamic advertisement in their business.