ISLAMIC BUSINESS ETHICS IN THE DIGITAL MARKETPLACE: LIVED EXPERIENCES OF MUSLIM ENTREPRENEURS IN MALAYSIA

Abstract

The rise of digital technology has transformed marketing, while Islamic principles remain central for Muslim entrepreneurs in Malaysia. This study explores their real experiences in applying Islamic business ethics in digital marketing through case studies of six entrepreneurs across different industries. Findings reveal that honesty, fairness, transparency, and the avoidance of fraud and riba guide their practices. Customer trust is strongly shaped by how well these values are reflected in social media, advertising, and online interactions. The study highlights the importance of Islamic ethics in building sustainable digital strategies and recommends developing Shariah-based guidelines for Muslim entrepreneurs. As the study draws on six qualitative cases, the findings are intended for analytic (not statistical) generalisation, and should be interpreted with this scope in mind.