Strategizing Islamic Medicine Marketing Through Social Media: The Case of Northern Nigeria

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Author(s): Nasir Yahaya (Indonesian International Islamic University, Indonesia)
Copyright: 2023
Pages: 17
Source title: Strategies and Applications of Islamic Entrepreneurship
Source Author(s)/Editor(s): Ahmad Rafiki (Universitas Medan Area, Indonesia), Alfatih Gessan Pananjung (Bahrain Institute of Banking and Finance, Bahrain)and Muhammad Dharma Tuah Putra Nasution (Universitas Pembangunan Panca Budi, Indonesia)
DOI: 10.4018/978-1-6684-7519-5.ch013

Keywords: Business Science Reference / Entrepreneurship / Religious Studies / Social Sciences & Humanities

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Abstract

This chapter explored the role of social media in marketing Islamic medicine. The chapter utilized qualitative case study approach through interviews and participant observation. Using purposive sampling, a sample of ten respondents were interviewed in Kano and Kaduna. The author found that social media has strategic positive implications for the marketing of Islamic medicines in Northern Nigeria. In addition, Islamic medicine practitioners use content creation and influencer marketing to create awareness and increase visibility of their products. The prospects of social media adoption lie in the promotion and customization of advertising strategies such as influencer marketing and content creation, which draw attention and aid in promoting a product. Despite its prospect in expanding market share, lack of regulation and the spread of fake news pose serious challenges. Therefore, the chapter suggested that the Nigerian government should support and encourage the business of Islamic medicine through regulations on health standards, fair marketing policies and sound digital innovation.

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Strategizing Islamic Medicine Marketing Through Social Media: The Case of Northern Nigeria

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