Covert marketing in Social commerce: Muslim Consumers' Perception of Viral Products in the Perspective of Islamic Business Ethics
Mohammad Saiful Rifai, Fatkhur Rohman Albanjari, Mukhamad Rinda Rifa’i, Fadilla Muhammad Mahdi et al. • Jurnal Iqtisad
(2026)
This study is motivated by the rapid development of increasingly creative digital marketing strategies that may raise ethical concerns when conducted without transparency. This study aims to analyze Muslim consumer perceptions of covert mar...
DOAJ
Open Access (DOAJ)
DOI:
10.31942/iq.v13i1.15720