Revisiting the literature of halal and Islamic marketing: a bibliometric review and future directions

Purpose This study aims to explore research trends in Islamic marketing (IM) literature from the scientific journal Scopus databases based on Australian Business Deans Council (ABDC) journal quality lists. Additionally, this study identifies and analyses the key themes and potential future research in halal and IM. Design/methodology/approach This study used the bibliometric review and content analysis. Data were collected from the Scopus databases, based on the ABDC journal quality lists, with a focus on articles referencing halal and IM literature. A total of 513 articles were published between 1990 and 2024. The data were analysed using various software programs, including the R-Biblioshiny, VOSviewer and Harzing-PoP, for a comprehensive review. Findings This study reveals an interesting, significant increase in publications related to halal and IM. This study found that the JIMA, JIABR and IMEFM are the leading journals related to the topic, and the Asia continent dominated IM research. The findings of this study demonstrate the existence of six clusters of research in IM literature, including Muslim consumer behaviour and purchase intention, IM strategy, marketing in halal tourism, marketing in Islamic banking, customer satisfaction and loyalty and Islamic branding in halal fashion. Research limitations/implications This study’s bibliometric analysis was based solely on articles from the ABDC Journal quality list in the Scopus database. Therefore, the findings may not be representative of all halal and IM literature. This study contributes a significant body of knowledge to the halal industry and the government in building a halal market. Originality/value To the best of the author’s knowledge, this study is the earliest exploration of IM literature in the Scopus database based on the ABDC journal quality list. This study provides valuable insights into the main trends and themes of research on IM. This information can serve as a basis for future research and provide a more comprehensive understanding of halal and IM.