Abdullahi, Shafiu Ibrahim,(2019), Zakah as tool for social cause marketing and corporate charity: a conceptual study. , Journal of Islamic Marketing, UNSPECIFIED
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Abstract
Purpose – This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic
economics, finance and management mostly deals with the links that exists between Zakah and consumption,
neglecting important and strategic links with social cause marketing. This paper emanated from need to
outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and
sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a
misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society
and a firm.
Design/methodology/approach – Secondary sources were used in writing this paper. Available
literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper
does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in
arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not
through crunching of primary data.
Findings – The paper shows how Zakah, Halal consumption and corporate social responsibility are
connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects
consumption throughmarginal propensity of Zakah recipients who spend Zakah money on basic needs.
Research limitations/implications – The paper looks at the broad aspects of Zakah and social
marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future
academic works in this area.
Originality/value – The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah
in building a corporate image. It draws the attention of firms, activists, academics and governments to
functions of Zakah that have not been studied in depth.
Keywords : | Social marketing, Corporate social responsibility, Halal market, The Muslim consumption pattern, Multiplier analysis, Game theory, Demand creation, Zakah, UNSPECIFIED |
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Journal or Publication Title: | Journal of Islamic Marketing |
Volume: | 10 |
Number: | 1 |
Item Type: | Article |
Subjects: | Ekonomi Islam |
Depositing User: | Nila Nurjanah |
Date Deposited: | 19 Dec 2019 04:55 |
Last Modified: | 19 Dec 2019 04:55 |
URI: | https://repofeb.undip.ac.id/id/eprint/394 |