Viral Marketing dan Paid Review – Analisis Hukum

Dengan berkembangnya media sosial, kaedah “word of mouth” (WOM) dalam pemasaran konvensional telah membuahkan satu bentuk baru pemasaran dalam talian melalui kaedah viral marketing dan kaedah paid review. Viral marketing boleh berlaku dengan menularkan produk perniagaan sama ada dirancang atau tidak, manakala paid reviews pula adalah kaedah membayar seseorang untuk membuat testimoni terhadap produk mahu pun perkhidmatan. Dalam perniagaan dalam talian, testimoni sangat mempengaruhi pelanggan bahkan ia boleh menjadi pelengkap kepada syarat‐syarat akad dalam muamalat Islam.

Dalam transaksi muamalat Islam, maklumat dan ketelusan urus niaga sangat penting kerana ia menjadi asas kepada kesahihan sesuatu akad. Syariah telah mengharamkan amalan ghisy, taghrir dan tanajusy dalam perniagaan untuk memastikan perniagaan berlaku secara adil dan saling merelai antara penjual dan pembeli. Justeru kajian ini dilakukan untuk menilai sejauh mana konsep viral marketing dan kaedah paid reviews yang biasa diguna pakai oleh penjual dalam talian tidak melampaui ruang‐ruang yang diharamkan oleh Syariah. Kajian ini jug mengemukakan beberapa parameter dan syarat‐syarat penting yang wajar diikuti dalam pemasaran Internet ini untuk memastikan kedua‐dua kaedah ini dilakukan secara mengikut hukum Syariah.

Artikel penuh boleh dimuat turun di:

http://muamalat.my/v6/wp-content/uploads/viralmarketing.pdf

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