Exploring Marketing Communication Strategies and Islamic Ethics in TikTok Live Streaming for Social Commerce
Article Sidebar
Main Article Content
Abstract
This study explores marketing communication strategies and the application of Islamic ethics in TikTok live streaming within social commerce. As live streaming becomes a prominent promotional tool, understanding its ethical implications is essential, especially for Muslim entrepreneurs. This qualitative research employed semi-structured interviews with selected TikTok influencers and micro-entrepreneurs actively engaged in live selling. The findings reveal that effective marketing strategies on TikTok include real-time audience engagement, influencer credibility, scarcity-based promotions, and informal entertainment styles to build emotional connections. However, several practices conflict with Islamic ethical principles, particularly regarding truthfulness (ṣidq), trustworthiness (amānah), and respectful conduct (adab). Exaggerated product claims and misleading demonstrations were observed, potentially violating Islamic business ethics. The study concludes that while TikTok live streaming offers strategic advantages for social commerce, ethical compliance remains a challenge. It recommends increasing digital ethical literacy and developing Islamic marketing guidelines for practitioners. These findings contribute to a deeper understanding of how contemporary digital marketing can align with religious values in the evolving landscape of e-commerce.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4). https://doi.org/10.1108/JIMA-11-2017-0123
Allison, T. H., Davis, B. C., Webb, J. W., & Short, J. C. (2017). Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance. Journal of Business Venturing, 32(6). https://doi.org/10.1016/j.jbusvent.2017.09.002
Alotaibi, T. S., Alkhathlan, A. A., & Alzeer, S. S. (2019). Instagram shopping in Saudi Arabia: What influences consumer trust and purchase decisions? International Journal of Advanced Computer Science and Applications, 10(11). https://doi.org/10.14569/IJACSA.2019.0101181
Anjum, A., Thomas, M. R., & Prakash, P. K. (2020). Digital Marketing Strategies: Effectiveness on Generation Z. SCMS Journal of Indian Management, 17(2).
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index- insights from Facebook, Twitter, and Instagram. Journal of Retailing and Consumer Services, 49(January), 86–101. https://doi.org/10.1016/j.jretconser.2019.03.012
Baldwin, J., & Roberts, L. (2006). Visual Communication: From theory to practice. In Visual Communication: From theory to practice.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106. https://doi.org/10.1016/j.indmarman.2022.09.007
Dos Reis, R. A., Grant-Muller, S., Lovelace, R., & Hodgson, F. (2022). Different people, different incentives? Examining the public acceptance of smartphone-based persuasive strategies for sustainable travel using psychographic segmentation. International Journal of Sustainable Transportation, 16(1). https://doi.org/10.1080/15568318.2020.1836693
Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2). https://doi.org/10.2307/1252157
Dwi Saputra, A., Rahmatia, A., Handari Wahyuningsih, S., & Azhar, A. (2022). Online Business Practices: A Study of Islamic Business Ethics Perspective in Indonesia. JURNAL PENELITIAN. https://doi.org/10.28918/jupe.v19i1.4614
Hyland-Wood, B., Gardner, J., Leask, J., & Ecker, U. K. H. (2021). Toward effective government communication strategies in the era of COVID-19. Humanities and Social Sciences Communications, 8(1). https://doi.org/10.1057/s41599-020-00701-w
Indriana, I., Arman, A., Yussof, I., & Maasi, J. W. (2023). Interaction of Islamic Economics and Government Transformation Technology in Indonesian Muslim Society. Jurnal Ilmiah Al-Syir’ah, 21(2). https://doi.org/10.30984/jis.v21i2.2660
Jamirul, I. (2021). A Reciprocal Intercommunication Between Reader and Writer: A Critical Study of Cyber Literature. International Journal of Digital Content Management, 2(3), 131–142.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3). https://doi.org/10.1080/13527260902757530
Komala, C. (2020a). Integrated Marketing Communication (IMC) Islamic Business Ethics Perspective. Integrated Marketing Communication (IMC) Perspektif Etika Bisnis Islam. Khazanah Sosial, 2(2).
Komala, C. (2020b). Integrated Marketing Communication (IMC) Perspfektif Etika Bisnis Islam. Khazanah Sosial, 2(2). https://doi.org/10.15575/ks.v2i2.7910
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44. https://doi.org/10.1016/j.jhtm.2020.06.015
Liu, J., Rasidi, M. H., Lee, Y. L., & Said, I. (2022). Watching TikTok Live Streaming: A Data Collection for Public Life Study in Hutong. International Journal of Sustainable Development and Planning, 17(6). https://doi.org/10.18280/ijsdp.170611
Nasution, Y. S. J., Ardiansyah, A., & Firmansyah, H. (2021). Hadis-Hadis Tentang Jual Beli Gharar dan Bentuknya Pada Masa Kontemporer. AL QUDS : Jurnal Studi Alquran Dan Hadis, 5(1). https://doi.org/10.29240/alquds.v5i1.2194
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010764
Rahmi, A., Pangaribuan, C. H., & Luhur, C. (2024). The Cart Whisperers: Analyzing How Live Stream Hosts Influence Shopping Carts. Proceedings of the 2024 18th International Conference on Ubiquitous Information Management and Communication, IMCOM 2024. https://doi.org/10.1109/IMCOM60618.2024.10418322
Razak, N., Syamsu, N., Djunaid, M. R., Djunaid, M. R., & Tenriolle, A. (2024). Exploring Digital Entrepreneurship: A Qualitative Study on New Business Models and Digital Marketing Strategies. Golden Ratio of Marketing and Applied Psychology of Business, 4(2), 140–151. https://doi.org/10.52970/grmapb.v4i2.554
Safitri, D., & Komaryatin, N. (2025). Digital Marketing Influence on Marketing Performance: The Role of Customer Engagement and Relationship Marketing. Golden Ratio of Marketing and Applied Psychology of Business, 5(2), 316–331. https://doi.org/10.52970/grmapb.v5i2.960
Sarjono, H., Raharja, R. R., Khayla Adzra Armelia, Sindhikara, K., Aulia, R., & Silviya, I. (2025). Kanye West's Adidas Era: Influence on Branding, Consumers, and Market Response. Golden Ratio of Marketing and Applied Psychology of Business, 5(2), 371–378. https://doi.org/10.52970/grmapb.v5i2.984
Septriyanti, S. N., Puspita Tutiasri, R., & Irmawanti. (2023). The Use Of TikTok as A Marketing Communication Strategy Media On The Sheriz_Official Account. JOSAR (Journal of Students' Academic Research), 8(2). https://doi.org/10.35457/josar.v8i2.2899
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Manage digital marketing communication for a coffee shop using Instagram. International Journal of Interactive Mobile Technologies, 14(5). https://doi.org/10.3991/IJIM.V14I05.13351
Solekhan, M. (2023). Communication Ethics in Social Relationships Using Social Media Wisely in Islamic Values. Journal of Modern Islamic Studies and Civilization, 1(01). https://doi.org/10.59653/jmisc.v1i01.1
Suandi, E., Herri, H., Yulihasri, Y., & Syafrizal, S. (2023). An empirical investigation of Islamic marketing ethics and convergence marketing as key factors in improving Islamic banks' performance. Journal of Islamic Marketing, 14(6). https://doi.org/10.1108/JIMA-07-2021-0225
Syabania, R., & Rosmawani, N. (2021). Perancangan Aplikasi Customer Relationship Management ( Crm ) Pada Penjualan Barang Pre-Order Berbasis Website. Rekayasa Informasi, 10(1).
Thaib, E. J. (2019). Komunikasi Politik Ditinjau dari Perspektif Ilmu Komunikasi, Ilmu Politik dan Komunikasi Islam. Farabi, 16(1). https://doi.org/10.30603/jf.v16i1.1030
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127. https://doi.org/10.1016/j.chb.2021.107052
Zhao, W., Hu, F., Wang, J., Shu, T., & Xu, Y. (2023). A systematic literature review on social commerce: Assessing the past and guiding the future. Electronic Commerce Research and Applications, 57. https://doi.org/10.1016/j.elerap.2022.101219