Social Media Engagement and Brand Loyalty in Islamic Finance

NADIFA BINTANG hawari

Abstract


This study explores the relationship between social media engagement and brand
loyalty within the Islamic finance sector, investigating how digital interactions shape customer
commitment to Shariah-compliant financial institutions. Employing a qualitative research
design, data were gathered through in-depth interviews with 32 customers of Islamic banks
across diverse demographic profiles, complemented by netnographic analysis of social media
conversations on Instagram, Facebook, and Twitter. Grounded theory methodology was
utilized to develop conceptual frameworks explaining loyalty formation in digital Islamic
finance contexts.
The findings reveal that social media engagement significantly enhances brand loyalty through
value-aligned content reinforcing Islamic principles, interactive community building fostering
religious identity, and transparent Shariah compliance communication. Four major themes
emerged: educational content explaining Islamic finance concepts, authentic engagement
through religious values, peer influence through community testimonials, and responsiveness
regarding halal certification. Social media platforms serve as trust-building channels where
religious authenticity can be demonstrated and verified.
This research concludes that effective social media engagement in Islamic finance requires
balancing religious authenticity with contemporary digital marketing practices. The findings
provide strategic insights for Islamic financial institutions seeking to strengthen customer
loyalty through meaningful digital engagement aligned with Islamic values

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DOI: https://doi.org/10.3059/insis.v0i0.28807

DOI (PDF): https://doi.org/10.3059/insis.v0i0.28807.g15034

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