THE APPLYING SOCIAL MARKETING PRINCIPLES IN ZAKAT CAMPAIGNS: A CONCEPTUAL MODEL FOR BEHAVIORAL CHANGE AND DONOR ENGAGEMENT

Abstract

This conceptual paper presents an integrated framework aimed at enhancing donor engagement and fostering consistent behavior in zakat campaigns through the application of social marketing principles, the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and Islamic values. Despite the increasing digitalization of Islamic philanthropy, numerous zakat institutions face challenges in maintaining donor participation and ensuring long-term commitment. Building on Andreasen’s (2002) social marketing mix—comprising Product, Price, Place, and Promotion—this study identifies campaign strategy as a pivotal driver of donor intention and engagement. Furthermore, the components of UTAUT2—such as performance expectancy, effort expectancy, social influence, and habit—are introduced to address the aspects of technological acceptance and user experience within digital zakat platforms. The framework also integrates key Islamic values, including trust, ihsan, and tarbiah, as moderating variables that shape donors' responses to marketing strategies and technology platforms. The proposed model offers a comprehensive approach to understanding and enhancing donor behavior by aligning contemporary marketing techniques with Islamic ethical principles. This framework has the potential to guide future empirical research and inform practical strategies for improving the effectiveness and sustainability of zakat campaigns