Aida Mokhtar | International Islamic University Malaysia (original) (raw)

Uploads

Conference Presentations by Aida Mokhtar

The task of making responsible advertisements is left to key stakeholders. This phenomenological ... more The task of making responsible advertisements is left to key stakeholders. This phenomenological research study contributes to current research by defining the ideals of responsible advertisements from the Islamic perspective that were generated from interviews with academicians. The purpose of this research study is to examine the concept of Islamic advertising as what it should be rather than what has been practised. The key findings suggest that Islamic advertising requires several elements other than the identification of stakeholders. The challenge was in defining Islamic advertising in a seemingly paradoxical situation of consumption. The conception of advertising has been for increased consumption whilst Islam promotes the view of moderation in consumption. ______________________________________________________________________________

Papers by Aida Mokhtar

Intellectual Discourse, Jun 27, 2023

The life of Muslims should be guided by Islam in a holistic manner including in matters of busine... more The life of Muslims should be guided by Islam in a holistic manner including in matters of business and promotion. Promotion is an essential part of marketing bringing buyers and sellers together in the marketplace. Without advertising that is a branch of promotion, customers would not be in the know of new products or be reminded of them. The creation of television advertising messages require closer scrutiny in view of its Shari’ah compliance. Much of the previous literature has been on advertising and cultural values and there appears to be a dearth of studies identifying Shari’ah principles for examining advertisements from the Islamic perspective. This paper aims to provide a definition of Shari’ah and the principles of a code of conduct based on the Maqasid Shari’ah for guiding the production of television advertisements of halal products. Islam is divided into Aqidah (belief), Shari’ah (Islamic law) and Akhlaq (etiquette). Shari’ah is further divided into Ibadah (worship of Allah) that focuses on the relationship and interaction between human beings and their Creator and Muamalah (civil and commercial acts) that focuses on the relationship and interaction among human beings. Television advertising is related to Muamalah in Islam

Intellectual Discourse, Jun 17, 2021

Instagram is one of the more popular social media platforms in Malaysia and was the focus of the ... more Instagram is one of the more popular social media platforms in Malaysia and was the focus of the study. Muslims ought to use Instagram according to Islamic ethics, as Islam is a way of life that permeates their lifestyle. The study’s purpose was to examine the usage of Instagram by Muslim students of an Islamic university in Malaysia. Using Social Cognitive Theory, the study adopted a phenomenological research design involving interviews of 24 students. The findings depicted that Instagram was used in an Islamic manner by most Muslim students interviewed and that most were dissatisfied with Instagram features and hence, gave recommendations. The Islamic orientation in their university helped with. The study is important as it provides recommendations to Instagram and marketing communicators on the ideal ambience of a social media platform for Muslim university students

According to the literature, Malaysians are the most active users of Instagram in the Asia Pacifi... more According to the literature, Malaysians are the most active users of Instagram in the Asia Pacific in 2016. The popularity of Instagram is comparable to the United States where young adults are heavy users of Snapchat and Instagram in 2018. For the Malaysian Communications and Multimedia Commission (MCMC), the Internet Users Survey 2017 finds 56.1 percent of the Malaysian population using Instagram that makes it the second most popular social networking platform after Facebook overall. Instagram is popular. The social media platform, like other forms of media, can potentially affect the user audience on positive or detrimental levels or both. There appears to be the absence of research studies on Instagram use by university students and Islam in Malaysia. The effects of Instagram are of great concern for Muslim students who pursue university education. The students are expected to focus on their studies and some live a long distance away from their families allowing them to take on a more independent role. Their use of the media is of great concern. Bandura posits through social learning theory that people learn through observation, imitation and modelling. The purpose of the study is to examine Instagram use from a social learning perspective so as to determine its effects on the students of a public university in Malaysia. The students could imitate bad or good behaviour depicted on Instagram. It is important for Muslims to use Instagram ethically as Islam is a way of life. Young Muslims are encouraged to be guided by Islamic ethics and pursue the goal of eternal goodness in the Hereafter. Muslim users need to be concerned about the potentially negative effects of Instagram and use the social media platform with caution

Disabled children in Malaysia should not be discriminated yet they encounter discriminatory treat... more Disabled children in Malaysia should not be discriminated yet they encounter discriminatory treatment by being pitied, community and religious leaders believe that disabled children should be treated like normal, there was the issue of who is caring for them in future. For inclusion to happen, support needs to be provided to people with disabilities. The paper examines advertisements by Apple that showcase gadgets that provide support for the disabled using critical discourse analysis

The amalgamation of Islamic Revealed and human knowledge should be embraced in the advertising pr... more The amalgamation of Islamic Revealed and human knowledge should be embraced in the advertising practices by Muslim advertisers, advertising practitioners and other stakeholders involved in the promotional efforts of halal products to the Muslim market. The Organisation of Islamic Cooperation (OIC) is an alliance that acts as the collective voice of the Muslim world. The representatives of more than 30 countries were interviewed on their perception of Islamic advertising. The findings suggest that there were various perceptions of Islamic advertising that were influenced by their own cultures, economic development and understanding of Islam. One of the recommendations made by the study were that a common understanding needs to be established of Islamic advertising to allow for a more effective way of promoting halal products to the Muslim market of OIC countries according to shared Islamic standards

Intellectual Discourse, Jun 17, 2021

Brand reputation is defined as what people think of brands. When brands associate themselves with... more Brand reputation is defined as what people think of brands. When brands associate themselves with disability inclusion this should bring about positive brand reputation which brands seek and thrive on. Brands play powerful roles in society in ensuring that disability inclusion happens through their embrace of the amalgamation of product, price, place and promotional factors for persons with disabilities (PwDs). Disability inclusion needs to be a more sustainable form of treatment by the society as with inference from the literature, there is always a need for it. Western brands such as ASOS, Starbucks, Apple, Tommy Hilfiger, Marks and Spencer are more prominent brand advocates for disability inclusion through their products offerings for the niche PwD market before the COVID-19 pandemic. The study investigated how brands convey disability inclusion through their marketing communication campaigns. The paper aims to provide recommendations for brands in Malaysia to promote disability inclusion at a par with brands in the West. The question of whether brands are perceived as more ethical when they associate themselves with disability inclusion is raised akin to raising the notion of whether the idea of Fairtrade needs to be expanded or perhaps a new concept needs to be coined altogether when we amalgamate the notions of sustainability, disability and brands in the new normal

Advertising effectiveness could be measured by the hierarchy of effects model by Lavidge and Stei... more Advertising effectiveness could be measured by the hierarchy of effects model by Lavidge and Steiner (1961). It depicts the various steps prospective consumers go through before making a purchase. Advertising is the force that is able to move consumers along the different steps. The purpose of life for a Muslim is to worship Allah. In view of this, all Muslims should receive guidance from the Qur’an and Sunnah. Advertising effectiveness has to be examined in accordance with these sources. A framework amalgamating a hierarchy of effects model and Islamic principles is created to assist advertisers in their decision making

There has been wide coverage on Islamic ethics and Western ethics in the literature. It appears t... more There has been wide coverage on Islamic ethics and Western ethics in the literature. It appears that more needs to be done in terms of examining culture from the Islamic perspective. The question arises as to how to determine which elements of culture ought to be adopted and which do not? There appears to be confusion on this matter as culture is created, learned and passed down from one generation to the next. Cultural elements are included in advertising messages and in the pragmatic ways of doing business. The paper defines culture, the role of culture in Islam and how to distinguish between acceptable and unacceptable cultural elements from the Islamic perspective

Jurnal 'Ulwan, Nov 7, 2021

Wanita terdiri daripada hampir separuh dari penduduk Malaysia pada 2021. Sebilangan besar wanita ... more Wanita terdiri daripada hampir separuh dari penduduk Malaysia pada 2021. Sebilangan besar wanita adalah miskin dan dikategorikan sebagai Bottom 40 (B40). Fokus kajian adalah kepada wanita Muslim B40 yang sudah bergelar usahawan. Tujuan kajian adalah untuk mengkaji bagaimana wanita yang berpendidikan rendah ini boleh dilatih dengan berkesan menggunakan komunikasi pemasaran bersepadu atau Integrated Marketing Communication (IMC) untuk mempromosikan perniagaan mereka. IMC ialah strategi promosi yang menggunakan pengiklanan, perhubungan awam, promosi, tindak balas langsung dan alat komunikasi pemasaran lain secara bersepadu untuk memenuhi objektif yang ditetapkan. Apabila digunakan dengan berkesan, kempen IMC boleh membantu usahawan meningkatkan jualan produk mereka menjadikannya berguna untuk wanita B40. Satu kajian kes yang mengkaji komponen ideal modul cadangan program latihan IMC untuk wanita Muslim B40 dari perspektif ahli akademik telah dijalankan. Teori penyebaran teori inovasi telah diterima pakai untuk merangka kajian ini. Ia dikategorikan dari segi kadar penggunaan IMC mereka sebelum mencadangkan modul dan program latihan untuk wanita. Penemuan mendapati bahawa Islam harus dijadikan teras modul, diikuti dengan sesi pembangunan diri, kemahiran keusahawanan, kemahiran e-dagang, dan kemahiran IMC. Kajian ini penting kerana ianya berkaitan dengan dasar kerajaan Malaysia untuk mengubah penduduk Malaysia B40 menjadi bebas dari segi kewangan.

Social media for Muslims of OIC countries need to be used ethically. There are several Islamic pr... more Social media for Muslims of OIC countries need to be used ethically. There are several Islamic principles that need to be used as a guide for using social media. Social media has spurred evolutions to take place in Muslim countries notably demonstrated through the Arab Spring. Muslims need to be given the platform of expressing themselves. How this is ideally conducted has to be guided by Islam. Muslims revere Allah SWT and their purpose of life is to worship Him. Hence, in order to gain His blessings, Islamic ethics need to be used for social media

In this research study, we examined the effects of Instagram advertising on undergraduate student... more In this research study, we examined the effects of Instagram advertising on undergraduate students by gender at a public university in Malaysia. This study adopted a quantitative research design using the survey method on a sample of 278 undergraduate students from the faculty of a public university in Malaysia. The results indicated there were moderate effects of Instagram advertisements on students of different genders. Female respondents were found to be more affected by Instagram advertisements than males in relation to the Attention-Interest-Desire-Action (AIDA) model. It is hoped that this study could contribute to current research on Instagram advertisements influencing university students’ consumer behavior using the AIDA model. Recommendations to advertisers are made in the paper

Intellectual Discourse, Jun 27, 2023

Intellectual Discourse, Jun 17, 2021

Jurnal 'Ulwan, Nov 7, 2021

Integrated marketing communication (IMC) relates to the promotional component of the marketing mi... more Integrated marketing communication (IMC) relates to the promotional component of the marketing mix comprising product, price, place and promotion. The ability of IMC in affecting the sales of products underscores its important role in bringing together marketers and buyers at the marketplace. Its elusiveness is ostensible yet intriguing as the literature reveals that IMC is relatively a new area of study, there is no agreement on what it is and what benefits it offers, there is the lack of clarity in its definition, limitations in its application, and the apparent dearth of a theoretical foundation. Nevertheless, IMC could be effective with the right amalgamation of marketing communication tools that embraces the strengths of advertising, public relations, direct marketing and promotions and other tools in a complementary manner to achieve goals that could include purchase. There is also the perceptible common thread of integration that runs through the various semantics of IMC found in the literature. The study used a meta-ethnographic synthesis approach in its qualitative research design when reviewing previous literature on IMC. The paper would be of profound interest to academicians and practitioners who yearn for an examination on IMC definitions and theories