ISLAMIC-SIVA MARKETING & GREEN-SIVA MARKETING STRATEGIES FOR ETHICAL & HOLISTIC MARKETING OF ISLAMIC BANKS

Abstract

Purpose: Islamic Banking is touching the heights of success in Pakistan. In the last decade, the sales and commercial growth of the Islamic Banking sector have been phenomenal. However, there is still need of research to understand about the marketing strategies in order to relate these strategies effectively with the Islamic Context. Hence, this study has been developed to relate emotional appeal with the marketing of Islamic Banks through links these campaigns with ethical marketing practices.

Research Gap: Review of previous studies highlights not only a lack of research related to the marketing mix of Islamic banks but also a failure to provide a blend of marketing mix.

Methodology: Therefore, this is a descriptive qualitative study that is based upon archival data available in published form. Analysis is made through considering the published data available on Google Scholar till July 2025.

Findings: Findings of the study are based upon the gaps, significance and use of SIVA Marketing mix and Green-SIVA marketing mix for the marketing of Islamic Banking.

Practical Implications: Other than academic significance this study also has the tendency to make practitioners use modern form of marketing mix elements. Effective policy making is possible through understanding the literature, points and illustration used in the study.

Significance: However, this is one of the initial and prime studies that will aids readers with the ethical marketing practices that also have the tendency to create effective brand image in the minds of the customers.

JEL Classification: G21, M31, A13, D12 & Q01