Online Marketing in Islamic Perspective: The Case of Halal Companies in Kosovo

This chapter aims to shed some light on the operation of halal companies in the context of online marketing in the Kosovar economic environment. Since, in the era of digitalization, it is inevitable for companies to use online marketing tools, this chapter aims to examine halal companies in the Kosovar context regarding the use of online marketing and the application of the principles of Islamic online marketing by these entities. The chapter uses practical case studies from the respective companies to reach the conclusions. The findings emphasize that halal companies in the Kosovar context carefully apply the principles of Islamic online marketing in online communications with their target customers. The chapter will also have implications in the academic community to further advance studies in this field, as in the Kosovar context, as well as in other economic environments to see the similar and distinctive elements.