Application of Islamic Jurisprudence Methodologies Informulating Parameters Related To The Production of Viral Videos as an Online Sales Marketing Strategy

In today's era of e-commerce, there are numerous advertising methods appearing at a very fast space, among them the use of viral videos. With the aim of introducing and marketing a product in addition to attracting attention and influencing users to purchase the product, the focal point of content production is now focused on videos that grab attention, entertain the viewer, and providing value for those consuming the content. Flooding of comments and engagement can cause a video to become viral, at the same time providing free brand awareness and promotion for the product. When left unchecked, such methods of content distribution may prove to be a double edged sword, if it was used to spread content that does not comply with the syariah. Thus, this study is crucial in order to establish a syariah-compliant guideline in the production of viral videos as a reference for budding entrepreneurs to market their products, produce valuable content, that is in line with the principles of Islam. In order to achieve this, several methodologies of Islamic Jurisprudence have been selected to be applied in constructing a comprehensive Syariah parameter in the context of content production. The qualitative study approach is applied in this work, using descriptive analysis based on literature highlights extracted from various articles and journals, produced by local and international authors. In a nutshell, results of this study recommends that a comprehensive and practical syaria parameter be used as a guideline in the production of viral videos in Malaysia so that the digital marketing industry in our country will be a safe and healthy environment, for the entrepreneurs and also the consumers, in line with the principles of syariah, which is in itself, to achieve such objectives.