The Practice of Tourism Product Endorsement: Perspective of Islamic Business Ethics in Social-Media
Abstract
The rapid development of technology and information has caused the use of the Internet to be higher. One of the widely used digital business marketing activities is social media endorsements which are currently being used to inform products to consumers through Tiktok and Instagram social media. However, some endorsers are dishonest in providing consumer product reviews in endorsement activities. Thus, in its application, endorsement practices still do not follow the principles of advertising promotion according to Islamic business ethics. For this reason, this paper aims to discuss the practice of endorsement on social media TikTok and Instagram from the perspective of Islamic business ethics by Muslim endorsers. The research method applied for qualitative with a depth-interviews. The results showed that first, endorsement business ethics in Islam is that the endorsed product must be responsible, honest, and authentic; the endorsers must be friendly and polite; the endorser must cover the aurat (body parts covered), not praise excessively, do not use swear, be transparent, and do not demonize other products. Second, regarding the practice of endorsement on social media, Tiktok and Instagram, from the perspective of Islamic business ethics, have found several ethics that are violated when endorsers promote products to consumers.
References
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[4] Aw, E. C. X., and Labrecque, L. I. 2020. Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing 37(7): 895–908. DOI:https://doi.org/10.1108/JCM-10-2019-3474
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[10] Devera, A. Z., Morris, D., Vest, M., Goldman, J. J., and Pistorio, A. L. 2023. Role of Hashtags in Educating and Promoting the Field of Hand Surgery on Social Media. Journal of Hand Surgery Global Online, 5(1): 11–16. DOI: https://doi.org/10.1016/j.jhsg.2022.10.012
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[15] Guruge, M. C. B. 2018. Comparison between Attributes related to Celebrity Endorsement and Social Media Influencer Marketing: A Conceptual Review. Sri Lanka Journal of Marketing 4(1): 17–37.
[16] Hutchison, K., Paatsch, L., and Cloonan, A. 2020. Reshaping home–school connections in the digital age: Challenges for teachers and parents. E-Learning and Digital Media 17(2): 167–182. DOI:https://doi.org/10.1177/2042753019899527
[17] Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., and Chironi, S. 2022. Digital Influencers, Food and Tourism - A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector. Journal of Open Innovation: Technology, Market, and Complexity 8(1): 50. DOI: https://doi.org/10.3390/joitmc8010050
[18] Jabeen, F., Tandon, A., Sithipolvanichgul, J., Srivastava, S., and Dhir, A. 2023. Social media-induced fear of missing out (FoMO) and social media fatigue: The role of narcissism, comparison and disclosure. Journal of Business Research 159(January), 113693. DOI: https://doi.org/10.1016/j.jbusres.2023.113693
[19] Jeljeli, R., Farhi, F., and Hamdi, M. E. 2022. The mediating role of gender in social media shopping acceptance: from the WOM perspective. Heliyon 8(10): e11065. DOI:https://doi.org/10.1016/j.heliyon.2022.e11065
[20] Komljenovic, J. 2021. The Rise of Education Rentiers: Digital Platforms, Digital Data and Rents. Learning, Media and Technology 0(0): 1–2. DOI: https://doi.org/10.1080/17439884.2021.1891422
[21] Kuss, D. J., and Griffiths, M. D. 2017. Social networking sites and addiction: Ten lessons learned. International Journal of Environmental Research and Public Health 14(3). DOI:https://doi.org/10.3390/ijerph14030311
[22] Kuznekoff, J. H., Munz, S., and Titsworth, S. 2015. Mobile Phones in the Classroom: Examining the Effects of Texting , Twitter , and Message Content on Student Learning. Communication Education 4523(October): 344–345. DOI: https://doi.org/10.1080/03634523.2015.1038727
[23] Lerouge, R., Lema, M. D., and Arnaboldi, M. 2023. The role played by government communication on the level of public fear in social media: An investigation into the Covid-19 crisis in Italy. Government Information Quarterly 40(2): 101798. DOI: https://doi.org/10.1016/j.giq.2022.101798
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[27] Nilashi, M., et al. 2021. Recommendation agents and information sharing through social media for coronavirus outbreak. Telematics and Informatics, 61(May 2020), 101597. DOI:https://doi.org/10.1016/j.tele.2021.101597
[28] Polizzi, G. 2021. Internet Users’ Utopian/Dystopian Imaginaries of Society in the Digital Age: Theorizing Critical Digital Literacy and Civic Engagement. New Media and Society 4. DOI:https://doi.org/10.1177/14614448211018609
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[30] Sanz-labrador, I., Cuerdo-mir, M., and Doncel-pedrera, L. M. 2021. The Use of Digital Educational Resources in Times of COVID-19. Social Media + Society, September, 1. DOI:https://doi.org/10.1177/20563051211049246
[31] Scheiber, R., Diehl, S., and Karmasin, M. 2023. Socio-cultural power of social media on orthorexia nervosa: An empirical investigation on the mediating role of thin-ideal and muscular internalization, appearance comparison, and body dissatisfaction. Appetite, 185(March) 106522. DOI:https://doi.org/10.1016/j.appet.2023.106522
[32] Schoner-Schatz, L., Hofmann, V., and Stokburger-Sauer, N. E. 2021. Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing and Management 22, 100661. DOI:https://doi.org/10.1016/j.jdmm.2021.100661
[33] Selwyn, N., Nemorin, S., and Johnson, N. 2016. High-tech, Hard Work: an Investigation of Teachers’ Work in the Digital Age. Learning, Media and Technology, 0(November), 1–16. DOI:https://doi.org/10.1080/17439884.2016.1252770
[34] Serrano-estrada, L., and Martí, P. 2023. The role of successful public spaces in historic centres . Insights from social media data. 137(March). DOI: https://doi.org/10.1016/j.cities.2023.104337
[35] Shao, J., Li, X., Morrison, A. M., and Wu, B. 2016. Social media micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management 54: 439–451. DOI:https://doi.org/10.1016/j.tourman.2015.12.013
[36] Tan, G. W. H., Lee, V. H., Hew, J. J., Ooi, K. B., and Wong, L. W. 2018. The interactive mobile social media advertising: An imminent approach to advertise tourism products and services? Telematics and Informatics 35(8): 2270–2288. DOI: https://doi.org/10.1016/j.tele.2018.09.005
[37] Teresa Borges-Tiago, M., Santiago, J., and Tiago, F. 2023. Mega or macro social media influencers: Who endorses brands better? Journal of Business Research 157(June 2022): 113606. DOI:https://doi.org/10.1016/j.jbusres.2022.113606
[38] Tourani, N. 2022. Thriving in a shifting landscape: Role of social media in support of business strategy. Asia Pacific Management Review 27(4): 276–281. DOI: https://doi.org/10.1016/j.apmrv.2021.11.001
[39] Trihayuningtyas, E., Wulandari, W., Adriani, Y., and Sarasvati, S. 2019. Media Sosial Sebagai Sarana Informasi Dan Promosi Pariwisata Bagi Generasi Z Di Kabupaten Garut. Tourism Scientific Journal 4(1): 1. DOI: https://doi.org/10.32659/tsj.v4i1.46
[40] van Oosten, J. M. F., Vandenbosch, L., and Peter, J. 2023. Predicting the use of visually oriented social media: The role of psychological well-being, body image concerns and sought appearance gratifications. Computers in Human Behavior 144(March): 107730. DOI: https://doi.org/10.1016/j.chb.2023.107730
[41] Vecchio, P. Del, Mele, G., Ndou, V., and Secundo, G. 2018. Creating value from Social Big Data: Implications for Smart Tourism Destinations. Information Processing and Management 54(5): 847–860. DOI:https://doi.org/10.1016/j.ipm.2017.10.006
[42] Wu, G. 2018. Official websites as a tourism marketing medium: A contrastive analysis from the perspective of appraisal theory. Journal of Destination Marketing and Management 10(September): 164–171. DOI:https://doi.org/10.1016/j.jdmm.2018.09.004
[43] Xu, H., Xu, X., and Pittock, J. 2023. Understanding social issues in a new approach: The role of social media in displacement and resettlement. Social Sciences and Humanities Open 7(1): 100463. DOI:https://doi.org/10.1016/j.ssaho.2023.100463
[44] Xu, X., and Li, Y. 2016. The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach. International Journal of Hospitality Management 55: 57–69. DOI:https://doi.org/10.1016/j.ijhm.2016.03.003
[45] Xu, Y. 2023. An exploration of the role played by attachment factors in the formation of social media addiction from a cognition-affect-conation perspective. Acta Psychologica 236(November 2022): 103904. DOI: https://doi.org/10.1016/j.actpsy.2023.103904
[46] Yu, L., Cao, X., Liu, Z., and Wang, J. 2018. Excessive social media use at work: Exploring the effects of social media overload on job performance. Information Technology and People 31(6): 1091–1112. DOI:https://doi.org/10.1108/ITP-10-2016-0237
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Published
2023-09-29
How to Cite
DARMAWATI, Darmawati; BASRI, Hasan.
The Practice of Tourism Product Endorsement: Perspective of Islamic Business Ethics in Social-Media.
Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 6, p. 2520 - 2530, sep. 2023.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8076>. Date accessed: 21 may 2024.
doi: https://doi.org/10.14505/jemt.v14.6(70).04.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.