Meta-Synthesis Study of Islamic Marketing Criteria in the field of Advertising

In recent years, due to the increasing production in Islamic countries and the presence of Muslims in global markets, Islamic-based advertising is considered as one of the most important core nuclei of the marketing mix in Islamic marketing. In this research, the principles and indicators of Islamic marketing in the field of sales advertizement have been identified and extracted. For this purpose, in accordance with the qualitative meta-synthesis method, which is one of the types of meta-study methods, after a primary search and finding sources related to the issue of sales advertisement in Islam, out of 100 primary sources found, 30 sources have been refined and selected. Using these sources, seven components and 31 indicators were extracted. After refinement and reclassification, 29 indicators were approved by professors of management and Islamic economy. The findings of this study showed that Islamic indicators for product advertisement can be divided into seven components: rule of no loss, rule of negation of ambiguity, rule of negation of alien domination, principle of moderation, principle of justice, value and holiness of work, principle of human dignity.