International Journal of Academic Research in Business and Social Sciences

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Marketing Approach in Islamic Donation Based-Crowdfunding Platform in Malaysia: Exploratory Study

Open access

Wan Nur Fazni Wan Mohamad Nazarie, Nurul Aini Muhamed, Muhammad Iqmal Hisham Kamaruddin, Rafisah Mat Radzi, Aimi Fadzirul Kamarubahrin

Pages 913-926 Received: 05 Feb, 2024 Revised: 08 Mar, 2024 Published Online: 11 Apr, 2024

http://dx.doi.org/10.46886/IJARBSS/v14-i4/9937
This study investigates the marketing strategies of Islamic donation-based crowdfunding platforms in Malaysia, focusing on pricing and promotional tactics to increase customer value and foster lasting relationships. A series of interviews were conducted with managers from six Islamic donation-based crowdfunding platforms in Malaysia. For the purposes of analysis, this study employed a single-case study approach. The interviews were conducted via Google Meet and completed by the end of August 2022. These findings aim to equip project owners with better marketing strategies for their initiatives. The research highlights the critical importance of effective marketing in the success of Islamic crowdfunding platforms. It shows that strategic pricing and promotional tactics can significantly increase the platform's appeal and significantly increase the likelihood of project success.
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