THE CHARACTERISTICS OF ONLINE PROMOTION OF BANKS OPERATING UNDER ISLAMIC PRINCIPLES
THE CHARACTERISTICS OF ONLINE PROMOTION OF BANKS OPERATING UNDER ISLAMIC PRINCIPLES

Summary/Abstract: The Islamic approach to business is specific because of the overall understanding of Islamic economics. Also, Islamic marketing itself is closely related to moral-ethical standards. For Islamic banks, the financing of jobs that are accompanied by a high level of uncertainty, excessive risk, uncertainty in business and speculation are prohibited. In addition, it is forbidden to finance goods, services, and activities that are harmful to the individual and society (alcohol, drugs, gambling, scams, etc.). It is estimated that Muslim buyers make more than 1/5 of the world’s population. This size is an important factor for adjusting business and marketing activities to the demands of the Muslim customer segment. In order to bring their services closer to the target group, Islamic banks use the marketing approach used in conventional banking, aligning them with the Sharia law, taking what is allowed, modifying what needs to be changed, and excluding what is forbidden. The rules prescribed by the Qur’an and other Islamic sources are the basis for the design and modification of existing conventional promotional activities, selection of promotional elements and media strategy for promoting the Islamic Bank. The research topic in this paper is the specificity of promotion in banks that operate under Islamic principles and the transfer of best practices in the promotion of these banks. Paper will ttack the main characteristic of this type of promotion, and show some practical cases of certain Islamic banks. Next to theoretical contributions, and discussion, the paper will set conclusions and different recommendations for decision makers in this area.

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