OFFSTONE | JUNE 2021 | FKP USIM

39 ELABORATION LIKELIHOOD MODEL (ELM) AND ISLAMIC ADVERTISING PERSPECTIVES By: Dr. Syazwani Mahsal Khan syazwani.mahsalkhan@gmail.com Syazwani Mahsal Khan is a Ph.D holder, graduated from University Utara Malaysia (UUM) in 2020. Her doctoral degree is in the field of Media Management majoring in Advertising. Her research interests are around music and advertising, social media, and consumer’s decision making. ASBTRACT This discussion brings up the issue of how Elaboration Likelihood Model (ELM) is specifically used in terms of Islamic advertising practice and ethics. Advertisement in social media sometimes, ignore the basic core of Islamic rules that it should have especially in Islamic country like Malaysia. Having Islam as the major adhered religion, sensitivity of local advertising media on religious matter should be increased. Introduction Social media is a targeted channel for advertisers and marketers to sell their particular products or services with messages and information towards their target audience or consumers. It is capable in reaching a huge number of target audiences in any part of the world to get recognized and create a need for them to buy the advertised products or services through social media. Due to its capabilities and power, social media has been used for decades and for various functions. For example, it is used for business, educations, transactions, communication, administrative works, tourism and etc. With the advent of modern technology, the media plays vital role in ensuring the development of a society and nation, especially in this pandemic era. Furthermore, as Malaysia contains a multiracial people as one nation and having Islam as the major adhered religion, hence, the sensitivity of local advertising media on religious matter should be increased. This paper explores the persuasion in the light of Elaboration Likelihood Model (ELM) and the Islamic communication advertising practice and ethics through social media platform.