Author(s): Noorazlin Ani, Murni Yusoff
In the current decade, the use of social media influencer has been arisen in the social media platform. Social media influencers are always linked with Word of Mouth (WOM) marketing, as marketers use new tactics intentionally and straight to the consumer or opinion leader, beside circulating goods benefits message direct to the target audience. Influencers generate regular social media updates in their specialist areas, wherein they disseminate essentially persuasive messages to their followers, containing both informational and entertainment value, but the use of Social Media Influencers often violates marketing ethics in market in order to gain the attention and achieve sales target from the consumers. Compared with Islamic advertising, the purposes to deliver the message and gain the profit are not only the motive in Islamic advertising. Islamic advertising has certain guidance in promoting goods and services. Islamic advertising encompasses all the aspect of life, from the concept of Islamic advertising itself must always following the concept of Tawheed (monotheism), the sources of Islamic advertising from the guidelines of Quran and Hadith, followed by the Shariah which are not using forbidden sources, criteria of in Islamic advertising must bring the truth message and responsible in bringing good moral values towards consumers. This research will analyze the practice of social media influencer marketing from the perspective of Islamic advertising principles using the qualitative content analysis method by documents research. Result shown the Islamic advertising principles should be included in delivering message and explaining the product in the current practice of the social media influencer marketing in order to avoid disgrace and implausibility of the information in EWOM.