Perception of Promotional Deception in Light of Islamic Marketing Principles Case Study of Djezzy

Abstract

This study aims to identify the level of consumer perception of promotional deception in light of Islamic marketing principles through a case study of Djezzy Telecommunications Company in Algeria, in light of the growing importance of ethical marketing practices and their role in building consumer trust and strengthening the relationship between the organization and its customers. To achieve the objective of the study, the descriptive-analytical approach was adopted, and a questionnaire was used as a tool for collecting data from the study sample. Their perception of manifestations of promotional deception and the extent to which promotional practices are consistent with Islamic marketing principles, particularly honesty, integrity, transparency, and justice, was measured. The results of the study showed [Here we insert the main statistical result obtained], and the results also demonstrated the importance of taking into consideration Sharia-based controls and values in promotional practices, given their role in limiting misleading practices and enhancing consumer trust. The study recommends the necessity of strengthening commitment to transparency and honesty in promotional messages and avoiding practices that may lead to misleading consumers, thereby contributing to achieving a balance between the organization’s marketing objectives and its ethical responsibility toward consumers.