Exploring the challenges of digital marketing implementation to promote halal brands among businesses in Nigeria

Omowunmi, Kabeeroh Sulaimon and Jaiyeoba, Haruna Babatunde and Hashim, Yumi Zuhanis Has-Yun and Tajuddin, Ely Shuhadah and Iswantini, Dyah (2026) Exploring the challenges of digital marketing implementation to promote halal brands among businesses in Nigeria. Journal of Entrepreneurshipand Business Sustainability, 1 (1). pp. 40-57. E-ISSN 3154-7419

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Abstract

Halal businesses in Nigeria face growing pressure to adopt digital marketing as a means of enhancing brand visibility and competitiveness. However, the implementation of digital strategies presents several challenges that limit their effectiveness in promoting halal brands. This study aims to explore the major barriers encountered by halal businesses in Nigeria when integrating digital marketing into their operations and to identify adaptive approaches used to overcome them. Using a qualitative research design, data were collected through semi-structured interviews with sixteen halal business owners and managers across various sectors. Thematic analysis revealed recurring challenges including inconsistent content creation, financial constraints, limited digital expertise, and difficulties in maintaining halal compliance within marketing practices. Additionally, gaps in analytical knowledge, such as the use of search engine optimisation and social media algorithms, were identified as major impediments to online growth. Despite these barriers, businesses adopt cost-effective strategies such as organic marketing, user-generated content, and collaborations with micro-influencers to improve brand presence. The findings highlight the need for targeted institutional support, including affordable training, funding, and policy initiatives tailored to the halal sector. It also recommends a growing need for halal businesses to leverage and become more versatile in the use of artificial intelligence, particularly for automating content creation, enhancing customer engagement, and analysing market trends in cost-effective ways. This study contributes to the understanding of how halal enterprises can balance religious values with technological innovation to strengthen digital branding in emerging markets.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Islamic Marketing, Halal Brand Visibility, Halal Businesses, Halal Branding, Digital Marketing Challenges, Nigeria
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART)
Depositing User:	Dr. Haruna Babatunde Jaiyeoba
Date Deposited:	18 Aug 2026 09:46
Last Update:	18 Aug 2026 09:46
Queue Number:	2026-08-Q4790
URI:	http://irep.iium.edu.my/id/eprint/130856

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