An exploratory insight into religion based communication in Islamic financial institutions

Abstract

Purpose This study aims to explore the phenomenon of Islamic religious communication and how Islamic banks in Pakistan use religion-based communication, along with its expected outcomes. Design/methodology/approach Transcendental phenomenology approach is opted using a multi-stage data collection strategy consisting of observations, documentary reviews and semi-structural interviews to get deep into the phenomenon in a particular context. Findings Findings highlight Islamic religious communication as workplace Islamic da’wah that is majorly categorized into compulsive da’wah, objectics da’wah and impulsive da’wah, serving its role in bringing spirituality to work through work-faith integration. Research limitations/implications The finding of the study can be used in planning, formulating and implementing Islamic da’wah-based model to induce spirituality at work. Originality/value This study is the first of its type exploring Islamic da’wah in an organizational context as a mean to bring spirituality at work.

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