OFFSTONE JAN EDITION 2025

41 ISLAMIC BRANDING: THE ROLE OF ONLINE ADVERTISING IN EMPOWERING WOMEN ENTREPRENEURS' ECONOMY By: Dr. Rosninawati Hussin ninahussin@usim.edu.my The author is a senior lecturer at USIM, affiliated with the Communication Program at the Faculty of Leadership and Management (FKP). She teaches various courses in mass communication, including advertising and broadcasting. Her research interests include mass communication and media studies. ABSTRACT This article examines how women in Malaysia utilize online platforms to establish businesses with minimal capital. It highlights the role of Islamic branding in attracting Muslim consumers and explores how women entrepreneurs can achieve success through this approach. Additionally, the article discusses Islamic business ethics based on maqasid shariah. Introduction An increasing number of women in Malaysia are starting businesses to meet their financial needs. The internet enables them to sell a wide range of products without requiring substantial capital, physical stores, or inventory. Products with Islamic branding are particularly appealing to many consumers, especially women and Muslims. Islamic branding incorporates Islamic values and symbols in marketing, fostering consumer trust and confidence. This article explores how women successfully market Islamic-branded products online while adhering to Islamic business ethics based on *Sharia* law. Advertising plays a crucial role in product promotion, occurring through both traditional media, such as television and newspapers, and digital platforms, such as social media. Effective advertising enhances brand visibility, and many entrepreneurs now favor online advertising due to its cost-effectiveness and widespread reach.