DIGITAL MARKETING ETHICS BASED ON FOBO (FEAR OF BETTER OPTION): A MAQASID SHARIAH PERSPECTIVE

Abstract

ABSTRACT

The phenomenon of Fear of Better Option (FOBO) in digital marketing reflects consumer behavior characterized by the constant perception that a better choice always exists, thereby encouraging marketing strategies that exploit consumer uncertainty and hesitation. On the one hand, FOBO is considered effective in enhancing product attractiveness and expanding the market; on the other hand, it has the potential to foster excessive consumerism. This study aims to examine the ethics of FOBO-based digital marketing from a Maqasid Shariah perspective. The research employs a normative legal method with a conceptual approach through literature review, encompassing the Qur’an, Hadith, classical works on Islamic jurisprudence, as well as contemporary literature on digital marketing, consumer behavior, and Islamic ethics. The findings indicate that FOBO-based digital marketing can be ethically justified in Islam if implemented in accordance with the principles of honesty, transparency, and benefit, thereby avoiding gharar (uncertainty), tadlis (deception), and psychological exploitation of consumers. Consequently, the application of FOBO in digital marketing should be directed toward promoting maslahah (public interest), maintaining balance between producers and consumers, and ensuring the sustainability of the digital economy in line with the values of Maqasid Shariah.