How Religious Communication Shapes Islamic Sales Promotion Strategies? A Systemic Literature Review

Anna Zakiyah Hastriana (Universitas Annuqayah, Sumenep)
Daniel Petrov (Institute of Agricultural Economics, Sofia)
Ubaidullah Muayyad (Universitas Annuqayah, Sumenep)
S. Hikmah Jamil (Universitas Annuqayah, Sumenep)
Arina Haqan (Universitas Annuqayah, Sumenep)
Hana Al Ithriyah (Universitas Annuqayah, Sumenep)
Helliyati Helliyati (Universitas Annuqayah, Sumenep)

Al-Jadwa: Jurnal Studi Islam
Vol. 5 No. 2 (2026): March

Despite the rapid growth of the global Muslim population and the Islamic economy, the precise mechanisms through which religious communication shapes promotional strategies remain insufficiently theorized in mainstream marketing literature. Existing studies are fragmented, predominantly addressing Islamic marketing broadly rather than examining the specific communicative dimensions that configure sales promotion practices. This review therefore aims to: (1) synthesize existing theoretical frameworks explaining the nexus between religious communication and promotional strategies in Islamic contexts; (2) identify the key dimensions, mechanisms, and outcomes through which religious communication shapes promotional practices; and (3) develop an integrated conceptual framework to guide future research and managerial decision-making. Following PRISMA guidelines, a systematic literature review was conducted, analyzing 68 peer-reviewed articles published between January 2010 and September 2025, sourced from Scopus, Web of Science, and Emerald Insight. Thematic analysis revealed three core dimensions underpinning effective religious communication in Islamic sales promotion: authenticity-driven messaging, ethical persuasion frameworks, and community-oriented engagement. Religious communication functions not as superficial symbolism but as a fundamental strategic orientation that shapes message construction, channel selection, and stakeholder relationships. Effective Islamic sales promotion requires genuine alignment between commercial objectives and religious values, with communication serving as the mediating mechanism; brands that authentically integrate Islamic principles achieve competitive advantages through enhanced credibility and deeper consumer relationships. This review contributes original value by systematically mapping the communicative dimensions specific to Islamic sales promotion—an intersection conspicuously absent from broader Islamic marketing syntheses. It further offers a novel conceptual framework integrating religious discourse theory with contemporary marketing paradigms, providing actionable insights for the development of culturally sensitive and religiously authentic promotional campaigns.