Dilema Etis Pemasaran Modest Fashion di Era Digital: Strategi Branding Berkelanjutan dalam Ekosistem Industri Halal
DOI:
https://doi.org/10.61136/f4gt0e24Keywords:
Islamic business ethics, Modest fashion, Digital branding, Halal-Washing, Deepfake, Social mediaAbstract
The development of social media has changed branding strategies in the modest fashion industry, particularly through Instagram and TikTok platforms that allow for broader interaction with consumers. However, this development has also given rise to various ethical challenges, such as halal-washing practices, information manipulation, and the use of artificial intelligence (AI) technology through deepfakes that have the potential to mislead consumers. This study aims to analyze modest fashion branding practices on Instagram and TikTok from the perspective of Islamic business ethics and formulate mitigation strategies against digital deviations that are developing in the cyber era. The study uses the Systematic Literature Review (SLR) method by analyzing various relevant scientific literature on digital branding, Islamic business ethics, sharia marketing, halal-washing, and deepfake technology. The results show that Instagram and TikTok exhibit distinct branding characteristics while presenting unique ethical risks. To mitigate these risks, the study formulates an integrated matrix of Islamic business ethics based on the principles of shiddiq, amanah, tabligh, and fathanah as a framework for sharia compliance in digital communication. Furthermore, the study found that the phenomenon of halal-washing and the use of deepfake technology requires strengthening Islamic business ethics and reconstructing digital marketing jurisprudence that can accommodate technological developments without neglecting the principles of honesty, transparency, responsibility, and public welfare. This study confirms that integrating Islamic business ethics values is a crucial foundation for realizing ethical, credible, and sustainable digital branding in the modest fashion industry.
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