The Enhancing Islamic Advertising Effectiveness Through Emotional Processes and Consumer-Centric Elements

This research aimed to explore the perspectives of academicians on the role of emotions and feelings processes in enhancing the effectiveness of Islamic ads and identify elements that can increase the impact of Islamic advertising research in Malaysia. The study utilized semi-structured interviews to gather in-depth insights from the participants, aligning with the research objectives while adhering to Islamic principles. Due to the COVID-19 pandemic, sixteen participants conducted virtual interviews using Webex software. The findings demonstrated the unique value of neuromarketing in providing valuable information beyond traditional methods in accordance with Islamic ethical guidelines. Moreover, the research identified elements such as color, music, symbols, and words that can enhance Islamic advertising effectiveness while maintaining Islamic values and principles. This knowledge can enable the inclusion of consumer-centric elements rooted in Islamic teachings, allowing advertisers to better meet the needs of Muslim consumers and design more compelling and attractive TV ads that align with Islamic values.