Krapivin I. The “Faceless Brand”: Muslim Women and Halal Internet Marketing

Ilya Krapivin
European University at Saint Petersburg
Saint Petersburg, Russian Federation
ORCID: 0000-0001-6019-8248


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ABSTRACT. Adapting the phenomena of the modern world to Sharia norms is one of the problems faced by Muslims. Not only Ulama, but also ordinary Muslims take part in the process of establishing the boundaries of what is permitted and forbidden. This article explores halal female Internet marketing using Instagram profiles as an example. SMM.sestra is an Instagram profile in which two young St. Petersburg-born sisters from Azerbaijan promote an SMM course aimed at halal earnings for Muslim women. The main position of halal SMM is the concept of “faceless brand”, so there are no photos of girls in the profile. For many “covered” Muslim women, it is important to hide their faces and be able to wear a headscarf; for this reason they turn to halal forms of earnings. There should be no music or images of women in a “halal” profile. They demand the same from their clients. Halal SMM and the rules of Muslim blogging and entrepreneurship they propose carry weight among young Muslim women. Such profiles contribute to the creation of a networked community, and the nodal elements of such networks can exist both online and offline.


KEYWORDS: Islam, SMM, halal, digital anthropology, muslim entrepreneurship


DOI 10.31250/2618-8619-2021-4(14)-106-121
УДК 004.738.5:39



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