Offstone JUNE 2023 EDITION

45 activism and awareness, entertainment and leisure, personal branding and self-expression, marketing, and advertising, along with buying and selling activities. Social Media and Islamic Branding Social media is considered one of the best platforms to create opportunities and attract the attention of social media users. Especially when it comes to promoting products/services that have a strategy that involves branding a specific niche or target audience, such as Islamic branding. Islamic branding is part of the concept of "branding". In a book by O'Guin, Allen and Semenik, "branding" is defined as "a name, term, sign, symbol, or other characteristic that distinguishes the goods or services of one seller from those of another". Thus, the halal logo is the "name, term, sign, symbol, or other characteristic" that distinguishes an Islamic brand from other brands. Based on this definition, researcher Rosninawati believes that these characteristics can constitute the product aspect of Islamic branding. It is an approach that aims to meet the needs and preferences of Muslim consumers, who represent a significant market worldwide. In addition, a survey of Malaysians found that the majority of respondents use social media on a daily basis to share content and anything they have discovered with friends and family. Therefore, if users know and share information about Islamic branding, it will have a positive impact on the relationship between social media, the brand, and users. Next, most respondents agreed that Muslim posts about products/services that incorporate Islamic values on social media benefit the brand because they make users aware of the brand's existence. Many respondents believed that the information posted on this platform is trustworthy. Therefore, Professor Bilgin believes that social media can have a productive impact on a company's marketing efforts only if social media promotion activities are well designed, well defined, and effectively implemented. In addition, most respondents agreed that they have more confidence in the Islamic brand offered by social media providers. In addition, most respondents agreed that information on social media can increase users' desire to buy. According to Wibowo and his colleagues, attracting users, engaging users, retaining users on a platform and enticing them to come back, knowing and understanding users' interests and sharing those interests with users to provide a kind of personalised experience that truly captures the social media value bubble are all critical elements for success.