This paper aims to study the performance of the Journal of Islamic Marketing (JIMA) using a comprehensive bibliometric, topic modeling and Theory–Context–Characteristic–Method (TCCM) analysis. It intends to identify the influential scientific actors, conceptual structures and major themes that are shaping the evolution of Islamic marketing scholarship.
This study adopts a mixed-method bibliometric approach. A total of 1,138 articles published in JIMA were analyzed using bibliometric analysis, thematic topic modeling and TCCM framework evaluation.
Islamic marketing has evolved into a mature and multidimensional field, which is moving beyond halal food and Islamic finance to include wider aspects such as tourism, branding and digital services. The journal has been central to this growth, particularly in Southeast Asia, with Malaysia and Indonesia as the leading contributors. Topic modeling revealed seven dominant research clusters with prime focus on Islamic branding, halal consumer behavior and Islamic banking. While behavioral intention theories and quantitative methods dominate, gaps remain in indigenous Islamic theoretical integration, digital halal ecosystems and methodological diversity.
This study is unique and provides the role of JIMA in advancing Islamic marketing as a distinct discipline and provides a roadmap for future research direction. The data-driven approach offers the journal’s contribution in the past 15 years to address theoretical and contextual gaps and support innovation in halal markets worldwide.
