Thematic Analysis of Shariah Principles in Digital Advertising: A case study of traditional medicine marketing

This study examines the application of shariah principles related to the current practice of social media advertising. This study specifically examines the marketing practice of traditional medicine. This qualitative study employs thematic content analysis using ATLAS. ti 22, conducted in three stages: open coding, classification, and theme generation to answer the research objectives. This study highlights the five themes of principles in social media advertising that serve as the primary indication of regulatory control in the marketing of traditional medicine products that do not violate the principle of fiqh muamalat, the purpose of which is to safeguard consumer rights. Keywords: Thematic analysis, shariah principles, digital advertising, traditional medicine eISSN 2514-7528 ©2022. The Authors. Published for AMER & cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), and cE-Bs (Centre for Environment-Behaviour StudiesCollege of Built Environment, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/jabs.v7i23.418