History of Islamic Marketing Literature and Research: A Bibliometric Analysis

There is an obvious and increasing interest in Muslims as a market and the successful methods of marketing to them. This is testified to by the wide range of activities surrounding the topic, including the publications of dedicated journals and books, journal articles, conferences, and college and training courses. In just the last 12 years, since 2008, there have been several books and several well-attended academic and practitioner conferences across the world. Universities are also beginning to answer this demand from both students and industry with the provision of courses (e.g. Monash University, Malaysia; American University in Sharjah; The University of Jordan; and several other universities in the Arab and Islamic Worlds) to teach both the skills and techniques necessary to reach this market successfully. Given that the market is both diverse and geographically disparate, but of interest to both Muslim and non-Muslim marketers and businesses, a comprehensive introduction to the culture that binds Muslims worldwide is essential in order to effectively communicate with the intended audience/consumers of the products and services being targeted. In this study, bibliometric analysis is employed and the Web of Science database is searched for “Islamic marketing” term between 2010 and 2022. It is important to note that sources outside of WOS were not used in the analysis, and this represents a cavity that should be addressed in future research.