The Trend of Hidden-Content Bundle Clothing Sales in Live Streaming Platforms and Their Shariah-Halal Compliance: A Case Study of E-Commerce Practices in Brunei Darussalam
DOI:
https://doi.org/10.24191/jhsmr.v2i2.12104Keywords:
Brunei Darussalam, E-commerce, Gharar, Hidden content bundles, Live streamingAbstract
Due to the growth of live streaming, e-commerce businesses have introduced innovative marketing strategies, including hidden-content bundle sales, in which consumers purchase products without prior knowledge of the exact contents. While such practices are widely accepted on platforms such as TikTok and Instagram Live, they raise important concerns regarding Shariah compliance, particularly in relation to the principle of gharar (uncertainty). Therefore, given Brunei Darussalam’s strong adherence to Islamic values under the philosophy of Melayu Islam Beraja (MIB), this study examines public awareness and acceptance of hidden-content bundle sales from a Shariah perspective. Hence, the aim of this research is to examine the level of awareness among Bruneians regarding the Shariah compliance of hidden-content bundle sales conducted through live-streaming platforms. To achieve this objective, this study adopts a quantitative method. Data was obtained from survey questionnaires through Google Forms, where the sets of questions consist of semi-structured questions which comprise both open-ended questions and a 5-point Likert-scale question of 5 points. Data from this study were analysed using IBM SPSS version 29. The findings of this study revealed that most respondents were aware of the concept of gharar and recognized its connection to hidden content bundles. Consequently, results through the questionnaire showed that individuals tend to accept hidden content bundles when qualities such as transparency, honesty, and buyer protection are ensured. It is expected that this study will contribute to the literature and offer helpful insights in improving awareness of the practice of hidden-content bundle practices.
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