Noorazlin Ani, Murni Yusoff
Advertising is crucial for increasing the returns of an organization. However, there are still inadequate studies in systematically review in the existing literature on the topic of Islamic advertising concept. Therefore, this article aims to conduct a systematic literature review on the advertising from Non-Western perspective. Systematic literature review method are mapping out areas of uncertainty, and identifying where little or no relevant research has been done, but where new studies are needed. The systematic review aims to review and synthesis the concept of Islamic advertising using the ROSES (Reporting Standards for Systematic Evidence Syntheses) review method, a systematic review identified related studies throughout three leading databases namely Google scholar, Scopus and Dimensions. Based on the thematic analysis, this review found three main themes, namely concept of Islamic advertising, fundamental of Islamic advertising and content of Islamic advertising. The three main themes have further produced 6 sub-themes namely as truth, fair, element of preach, non-exploitation, ethical and anti-racism. Several recommendations are highlighted related to conducting more studies, to have specific and a standard systematic review method for guide research synthesis in context of developing concept of Islamic advertising and to practice complimentary searching techniques such as citation tracking, reference searching, snowballing and contacting experts.